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Leo Burnett Looks Beyond the Average for Gio



Insurance brand appeals to the quirkier side of Australia

Leo Burnett Looks Beyond the Average for Gio

In Australia, the average New South Wales car is white, has seen 1.4 first kisses and gets cleaned every 3.1 weeks. The average NSW home has 3 bedrooms, gets redecorated every 15 years and is home to 1.7 monsters living under beds...

GIO knows that, in reality, NSW families are anything but average. And they demonstrate this understanding in their new ‘Levels of Cover’ campaign, via Leo Burnett Sydney.

The campaign communicates how GIO offers different levels of protection because it understands that the home and car insurance needs of real NSW families are anything but average.

TVCs started being rolled out from October 2013 into 2014, as part of a fully integrated campaign spanning TV, radio, outdoor and online, with a participation element for consumers following next year.

An important feature of the campaign is that it heroes real NSW families as talent, going about their daily lives, either at home or on the road. The lead TVCs and radio spots build to the line: “We know your family is anything but average”.

"There is no such thing as an ‘average’ family when it comes to insurance. By showing some of the multitude of ways the needs and lives of real, everyday families differ from the so-called ‘average’, GIO is able to highlight the relevance of its different features and levels of cover when it comes to protecting real people. What better way to do this than through telling the true stories of real people and their families," said Chris Wilton, Executive Manager, Marketing, GIO Insurance.

Andy DiLallo, Chief Creative Officer of Leo Burnett Sydney says, "The idea came from research GIO carried out, reinforcing that personal relevance is really important for insurance customers. People are not average. We know that they're not average and that's why GIO offers different levels of cover. The conceptual idea is all around facts and figures. But unlike many insurance companies, GIO are looking at the real people behind the numbers and how they can best meet each individual’s needs.”


Client: GIO
Michelle Vanzella - Head of Customer, Brand & Marketing - Suncorp Group Personal Insurance
Chris Wilton - Executive Manager, Marketing - GIO
Kate Barlow - Brand Manager - GIO
Agency: Leo Burnett Sydney
Chief Creative Officer - Andy DiLallo
Creative Directors - Pim Van Nunen and Scott Huebscher
Art Director - JJ Winlove
Copywriter - Gary Williams
Agency TV Producer - Bill Doig
Agency Print Producer - Michelle Browne and Jeremy De Villiers
Group Business Director - Suzie Baker
Senior Business Director - Tanya Vragalis
Production Company: Exit Films
Director - Mark Molloy
Producer - Alice Grant
Editing: The Butchery
Post: Method Studios
Sound Design: Song Zu

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Leo Burnett Singapore, Fri, 29 Nov 2013 11:02:10 GMT