Suncorp Group has shared the results from its investment in advertising in regional Australia, pairing creative with audience insights for a lift in brand consideration, sentiment, and customer quotes.
The Suncorp Group and its insurance brand, AAMI undertook several campaigns targeting Boomtown, using creative and messaging to capture the hearts of regional Australia and the specific issues they face.
Suncorp’s One House campaign, which took out Cannes Lions Grand Prix for Innovation in 2022, was targeted to regional Queensland and focused on helping customers protect their homes from floods, cyclones, and fire.
The insurer created a prototype traditional Queenslander home, dubbed One House which was designed to be more resilient to bushfires, floods, and cyclones. The One House to Save Many campaign was then weaved around the house.
The campaign paid customer and commercial dividends: it increased consideration of Suncorp by 10 points (+12 points with non-Suncorp customers), increased customer quotes by 25% and increased new business units by 11.1.
The group’s insurance brand AAMI also undertook two Boomtown campaigns. Its Warning Spots campaign used AAMI’s crash index data to identify high-risk crash locations in certain regional areas prone to high traffic during holiday periods.
The subsequent campaign, Rest Towns, encouraged people to stop and rest during long-haul trips, by directing people into upcoming towns on their road trip and creating two-hour Spotify playlists, reminding drivers when to stop. This was supported with radio messaging and billboard advertising.
92% of people exposed to the Warning Spots campaign expressed positive sentiment towards AAMI, and it resulted in a reduction in accident claims. For Rest Towns, brand consideration rose 3.5 points initially, and then continued to increase ‘worth’ perceptions by 6.55 percentage points.
Additionally, the campaigns encouraged safer driving, while also providing income for regional businesses still recovering from adversity.
Suncorp Group’s EGM of brand and marketing, Mim Haysom, said: “For the Suncorp Group, it’s always been really important to us to make sure we’re educating customers all across Australia and we’re engaging and servicing them with products and services they need. As a brand, metro and regional have always been equally important to us – in some cases, even more so in regional.
“Many marketers think you’ve got to go metro and scale big to win creative and effectiveness awards and that’s not the case. We’ve found if you are targeted, bespoke, and creative you are with regional audiences, you can create really significant impact. There’s a great opportunity from a brand, business, customer, and creative perspective to be found, if you’re willing to do the work to drill in and find the insights.”
Suncorp’s results come on the back of Boomtown’s new Uncapped and Untapped campaign, designed to rally the nation’s marketers to put regional media buying on their planning agendas.
Boomtown chairman, Brian Gallagher, commented: “The Suncorp group has achieved incredible results with their investment in Boomtown and their ability to mine regional audience insights and platforms to find customer growth and engagement.
“We’re encouraging other marketers across the country to follow suit and proactively build out regional marketing strategies to find growth. Boomtown is an untapped market for thousands of brands across Australia – and Suncorp’s initiatives show there is significant new customer build and revenue opportunities to be had.”
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