Suncorp Group appoints Edge to handle and develop Apia’s social and content account

Edge continues to build its relationship with Suncorp Group after being appointed to Apia’s social and content account.

This will sit alongside existing Suncorp relationships with AAMI, Asteron Life and Suncorp Super among others. This collaboration sees Edge develop Apia’s content marketing strategy and launch ‘Good Life’, a digital platform aimed at celebrating the best of life after 50.

In collaboration with Apia, Edge will create a community-based platform that offers an over-50s audience all the tools and resources they need to live life to the fullest as they transition into retirement. Whether they’re looking to rethink careers, give back to the community, understand more about their health and wealth options or even just indulge in a bit of luxury, over-50s will find the Good Life platform a veritable treasure trove of information. Good Life will exist as a hub for these articles, which will then be amplified across social media to reach the brand’s audience and beyond.

The dream of retiring and living out some of those long-held dreams, shifting your focus or simply enjoying a change of pace are all explored via the platform, with opportunities to connect the audience with a broader community of like-minded individuals, businesses and organisations. The content will feature inspiration, education and practical information to ensure that over 50s are enjoying the good life, no matter what that means to them.

The Good Life experience will also provide a voice for the over-50s bringing their cause to the attention of the media, businesses, organisations and government bodies. This isn’t just about APIA championing the over 50s, but about Apia giving the over 50s the opportunity and tools to come together and champion themselves.  

Says Travis Hughes, brand manager, Apia: “The Good Life platform will support Apia’s brand purpose to give those approaching and in retirement the tools to keep living life at their best.

“In support of our new brand position “Because we know, you know”, we are delighted to be establishing a platform uniquely designed to support and celebrate over 50s living life at its best and building an online audience. We’d seen Edge’s work with other Suncorp Brands and knew the way the team thought. Edge’s focus on publishing, content and building communities made them the obvious choice to develop this.”

Says Daniel King, MD, Edge Melbourne: “Good Life gives us an opportunity to create a positively engaged relationship with over 50s and build it over time. It’s a strong team at APIA with a clear vision for the brand – we  feel very lucky to be part of it. We are also obviously very happy to be expanding our relationship with the Suncorp Group, reinforcing our position as Australia’s leading content agency.”