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GIO Launches New 'You Know with GIO' Brand Platform and Campaign via Leo Burnett, Sydney

New brand positioning campaign spans personal and business insurance and was developed after extensive research with consumers

GIO Launches New 'You Know with GIO' Brand Platform and Campaign via Leo Burnett, Sydney

When it comes to insurance, do you just think you're covered - or know you are? It's an innocent enough question that serves as the foundation for GIO's new brand platform created by Leo Burnett, Sydney: You Know with GIO.

These conversations revealed that while there are some Aussies who are okay to 'set and forget' their insurance, there are many more who don't just want to think they're covered for the things that matter to them most. They want to know they are. It's this information, and feeling, that gives them a measure of certainty in an otherwise uncertain world.

Says Natalie Choules, brand marketing manager, GIO: "We had a vision to completely transform the perception of the GIO brand and create a real point of difference in the highly competitive, commoditised insurance market. Together with Leo Burnett we are exceptionally proud to launch our new brand platform designed to empower today's insurance buyer while driving brand engagement and connections both rationally and emotionally."

Says Grant McAloon, ECD, Leo Burnett Sydney: "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. 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."

The brand launch campaign will be supported by outdoor, digital, social, content and radio. Campaign material will also be utilised across every customer touchpoint, including contact centres, stores and agents, ensuring existing and new customers feel enlightened through understanding the benefit of 'knowing what they're covered for'.

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Advertiser: GIO

Marketing Manager: Natalie Choules, Bryony Nickless

Creative Agency

Creative Agency: Leo Burnett Sydney

Business Manager: Lauren McMahon

Group Business Director: Belinda Drew

Head of Production: Adrian Jung

Planning Director: Graham Alvarez

Integrated Producer: Cassie Collin

Executive Creative Directors: Grant McAloon, Vince Lagana

Media Agency

Media Agency: Starcom

Production Company

Production Company: Curious Film

Executive Producer: Matt Noonan

Director: Scott Vincent

Producer: Matt Reeder

Associate Producers: Kesha Robertson


Editor: Gabriella Muir, Matt Bennett

Post Production / VFX

Post Production Company: Alt. VFX

Colourist: Caleb De Leon

Producer: Alison Ingram


Composer: Adrian Sergovich

Voice-over: Shaun Micallef

Music : Song Zu

Producer: Jessica Bonney

Sound Design: Damian Enemark