GIO’s ‘Great Insurance, Obviously’ is reassuring Aussies that they can count on the insurer when life throws them curveballs.
In the ad, the ‘I’ in GIO transforms into the safety mat itself, turning a single letter into a universally recognised symbol of protection.
“Over the past century, GIO has built a reputation as an iconic NSW brand, trusted and reliable for our customers,” said Suncorp Group EGM brand and customer experience Mim Haysom.
“With Great Insurance, Obviously, we’re giving the brand a fresh, unmistakably GIO feel demonstrating how we meet our customer expectations with clarity and confidence, and connecting in a way that’s more fun and more emotional.”
With media led by OMD, the multi-channel campaign will roll out across TV, out-of-home, digital, and social media.
“GIO has been around forever, but what it actually means to Aussies was becoming a bit fuzzy,” said Leo Australia executive creative director Tim Woolford.
“This campaign sets out to change that by positioning GIO as a brand that stands for safety, and for great insurance, obviously.
“We’ve tried to avoid lofty insurance tropes in favour of a more subversive comedic style. We want Aussies to feel like GIO really is a safety mat for all the ordinary ‘life stuff’ that can suddenly go wrong.”
Credits
Client: GIO / Suncorp Group
EGM Brand & Customer Experience: Mim Haysom
Head of Brand & Content: Rapthi Thanapalasingam
Brand Marketing Manager: Mark Condon
Brand Marketing Lead: Bryony Nickless
Brand Marketing Lead: Axel Leibovich
Creative agency: Leo Australia and Publicis London
CEO, Leo Australia: Clare Pickens
Chief Creative Officer, Leo Australia: Andy Fergusson
Executive Creative Director, Leo Australia: Tim Woolford
Creative Director, Publicis London: Tom Dixon
Associate Creative Director, Leo Australia: Adam Fraser
Senior Copywriter, Leo Australia: Nick Timms
Senior Art Director, Leo Australia: Tim Yates
Chief Strategy Officer, Leo Australia: Catherine King
Group Strategy Director, Leo Australia: Mitch Hunter
Client Partner, Leo Australia: Amanda Wheeler
Group Account Director, Leo Australia: Alex Barkworth
Senior Account Manager, Leo Australia: Ali Jeffrey
Production:
Publicis Production
Executive Producer, Integrated: Justine Dooner
Senior Integrated Producer: Anastasia Nielsen
Good Oil Films
EP: Juliet Bishop
Director: Torstein Bjorklund
Producer: Tracey-Lee Permall
DOP: Sean Ryan
Production Designer: Annie Beauchamp
Key Visual Production: Prodigious
Post-Production: Arc
Post-Producer: Sally Quade
Offline Editor: Lucas Baynes
VFX: Fin Design + Effects
VFX Supervisor: Mikey Brown
CG Supervisor: Ryan Maddox
Executive Producer: Emily Newbould
Colourist: Matt Fezz
Sound House: Rumble Studios
Sound Designer: Tone Aston
Producer: Kiara Watson
Sound EP: Michael Gie
Director: Torstein Bjorklund
Media agency: OMD
Head of Business Strategy: Paul Baker
Account Director: Will Thornton
Senior Account Manager: Liam Webster
Account Executive: Andrew Tong