GIO and Powered by Nine team up on ‘trust’ campaign with new TVC via Starcom Australia
GIO, Starcom Australia, and Powered by Nine have joined forces in a major content campaign which reinforces GIOs position as a trusted expert.
The campaign is a first for the insurance category and is part of an integrated campaign platform, partnering with Nine News.
Starcom brought GIO together with Powered to create a cross-platform campaign which includes a series of news-style TVCs featuring real news footage and information delivered by a GIO expert on storm preparation, home fire prevention, bush fire preparation, safe driving tips, home security and holiday driver safety.
The campaign supports a wider GIO brand campaign and is fronted by Matt Smith, a real GIO staff member bringing a credible feel to the TVCs.
Says Peter Williams, GIO’s executive manager of marketing: “Using a real GIO expert was critical to the integrity of the content and our trust positioning. The campaign demonstrates GIO in action – how we actively come through for customers as well as helping people prepare and minimise risk.”
The TVCs drive to a GIO content hub, linking the audience to real-time Nine News weather alerts, video content and tips on how to prepare and stay safe.
Says Simon Watson, Starcom: “Partnering with Nine and aligning GIO to such a trusted news source was a key ingredient in the strategy to reinforce GIO’s trust platform.”
Says Michael Branagh, Powered by Nine: “It’s exciting for us because we built and produced the campaign across multiple platforms completely from scratch. We hope that it becomes an asset for GIO into the future.”
18 Comments
Should have called this campaign, GIO States the Bleeding Obvious.
Doesn’t matter how many ‘integrated platforms’ adjectives get thrown around to sound like this is good planning.
This is just awful. Period.
If media agencies want to play with content, they’ve got to up skill quickly.
Nothing new, no idea and horribly executed.
That’s what happens when media get their grubby paws on creative.
What?? I should be closing my windows during a storm?
To make it even worse, RAA Insurance in SA have been using ‘trust’ as a tagline for over a decade.
This is a really bad ad.
Maybe, just maybe it stacked up OK on paper and got some excitement around the meetingroom table with a bunch of media execs trying to talk up a bunch of client execs.
That’s where it should have stayed.
Yeah, keep on giving media agencies creative word and that’s what you end up with. I’ve seen bathroom cleaner infomercials that are more creative than this. Utter dross. And to put it on a Creative blog? Ouch.
LOL.
Why would you PR this wallpaper on the blog? to confirm that you (the ‘agency’) has no idea?
the power of advertising is its ability to warrant repeated viewing, at high exposure and over a period of years. Content, on the other hand is generally long form viewing that quickly needs replacement. I think the marketers may have confused the two here, with a terrible result.
however much the creatives don’t like it…at least the media agency is fishing where the fish are.
This campaign will sell product.
@ DPFred… yes, you would expect the media agency to ‘fish where the fish are’ in channel planning and placements. unfortunately these efforts are wasted when you deliver sheer boredom to your audience.
@ the basics
I think you underestimate the media’s understanding of audience behavoir and overestimate the audience’s love of advertising.
Brand Power anyone?
Barry is this you ?
@Double Page Fred
We’re not overestimating the audience’s love of advertising – we know full well they’re not very interested in it. That’s why it’s important to make good ads. Yours is really bad.
What’s next? “In case of a hot oven, don’t stick your head in it” closely followed by “if there’s a piece of bread stuck in your toaster, don’t stick a knife in it whilst it’s plugged in and you’re standing in a bath of water, holding an umbrella in the other hand in a fierce electrical storm”?
I would rather have a cyclone-propelled piece of outdoor furniture slam me in the genitals than watch that again.