Australian insurance company GIO has unveiled a new brand positioning which seeks to question people’s views on insurance and ask them if they think they are covered or know for sure that they are.
The new brand positioning, which was created by Leo Burnett, is supported by a fully integrated campaign, which spans personal and business insurance, and was developed after extensive research with consumers.
The campaign revolves around conversations that revealed that,while there are some Australians who are okay to ‘set and forget’ their insurance, there are many more who do not just want to think they are covered for the things that matter to them most. It says they want to know for certain that they are because it gives them a measure of certainty in an otherwise uncertain world.
“To get people to stop and question their cover we focused on the moments before a potential accident, because that’s when knowing what you’re insured for counts,” said Grant McAloon, executive creative director at Leo Burnett Sydney.
“With a series of light-hearted interactions featuring the witty voice of Shaun Micallef we have played on those gulp-inducing moments of uncertainty and doubt when people wonder if they actually have the right insurance cover.”