Suncorp Insurance and Leo Burnett have launched a new chapter of the Resilience platform with ‘If your home could talk’, a campaign that focuses on South East Queenslanders and how they can think differently to protect their homes from extreme weather events.
Disrupting the Category
Leo Burnett’s challenge was to disrupt how people view the category and to show them that resilience is the most valuable thing an insurer can offer. People love their homes like an extra member of the family. But this important family member has no voice, so how would it ask for help if it needed it?
The First Phase
The first phase of the campaign focuses on people’s homes, families, and all of the domestic challenges through the eyes of the house and celebrates the intimate connection that exists between people and their homes. “People love their homes because they form such a large part of their life experiences, and they protect them.” states Suncorp EGM brand and marketing, Mim Haysom.
A Long-Term Platform
Suncorp first launched the Resilience platform with One House, which challenged Queenslanders to think differently about how they viewed the resilience of their homes in a world of increasing extreme weather events. Last year, the insurer wanted to show Queenslanders what the practice of Resilience looked like by introducing Resilience Rd. – they’ve committed to Resilience as a long term platform, Haysom said at Suncorp.
The campaign will run in Queensland across broadcast, outdoor, social and digital and includes an updated version of the Resilience Hub. This campaign will continue to be rolled out over the coming months.
Final Take
Suncorp’s Resilience platform is changing the way people think about home protection. With the ‘If Your Home Could Talk’ campaign, they have developed a strategy to encourage South East Queenslanders to prepare for extreme weather events by thinking differently about resilience. The campaign celebrates the intimate connection that exists between people and their homes and challenges Australians to think differently about the role homes play in their lives. With an updated version of the Resilience Hub, Suncorp is providing a place where people can go to learn more about resilience.
