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'.
Marketing Manager: Natalie Choules, Bryony Nickless
Creative Agency: Leo Burnett Sydney
Executive Creative Directors: Grant McAloon, Vince Lagana
Group Business Director: Belinda Drew
Business Manager: Lauren McMahon
Integrated Producer: Cassie Collin
Planning Director: Graham Alvarez
Creative Directors: Ian Broekhuizen, Malcolm Caldwell
head of production: Adrian Jung
Media Agency: Starcom
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