GIO and Ogilvy launch brand platform, Protect Precious

GIO launches 'Protects Precious' via Ogilvy

Mim Haysom: “In some instances, things not worth a huge amount of money can still be incredibly precious to people.”

Insurance provider GIO has launched a brand platform, with the new Protect Precious positioning created by creative network Ogilvy.

While the insurance category is often associated with moments of disaster, the new positioning’s launch campaign focuses on the more wholesome and personal aspects of insurance, denoted by its tagline: “‘If it’s precious to you, protect it with us.”

Mim Haysom, EGM for brand and customer experience Suncorp, owner of GIO, said that the new campaign shows “how different things can have different importance to customers, and in some instances things not worth a huge amount of money can still be incredibly precious to people, so they want to protect them.”

The Protect Precious platform features product-specific executions for home, motor, and SME insurance, with stories revolving around a number of precious items, like the car insurance commercial titled Your Precious Pierre. It narrates the journey of Peter and his hatchback Pierre, which helped Peter transition from city to country life.


Ogilvy’s ECD Hilary Badger said the campaign draws on “a deeply human story to tell”.

“Not everyone has a car named Pierre or a home with turret. But we can all relate to those quirky, perhaps irrational, attachments. This campaign has been a wonderful opportunity for us to create a unique, positive storytelling tone in a category that often dwells on what can go wrong.”

The campaign rolls out this week across TV, cinema, BVOD and SVOD, online, social, OOH, radio, digital audio, digital display, and 1:1 channels.

Earlier this week, Ogilvy’s Look on the Fried Side of Life ad for KFC was voted the country’s favourite campaign in the latest edition of the AU/NZ Top 10 Favourite Ads Survey by independent research and insights agency TRA.

Last week, Ogilvy Health launched a new awareness campaign for Bowel Cancer Australia, Australia’s Deadliest, to spotlight the dangerous nature of the disease, which affects over 1,700 Australians aged under 50 each year.

See also:
KFC’s ‘Look on the Fried Side of Life’ named favourite Aussie ad
Ogilvy Health unveils latest for Bowel Cancer Australia


Client: GIO (Suncorp)
Mim Haysom: CMO/EGM brand and customer experience
Rapthi Thanapalasingam: Head of brand and content
Mark Condon: GIO marketing manager
Bryony Nickless: GIO marketing manager

Creative agency: Ogilvy Australia
Production agency: Hogarth
Media agency: OMD
Production: Revolver
Stills: James Geer
Post-production: Heckler
Sound and music: Rumble
Retouching studio: Studio ADFX
TVC stills photographer: Stefan Wellsmore

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