Suncorp's new marketing campaign addresses Australia's excessive climate downside
As Australia struggles with record numbers of floods, cyclones and devastating bushfires, the country's problem with extreme weather becomes more pressing.
While natural disasters have long been a sticking point for purchasing insurance in countries around the world, providers in Australia are starting to act differently. Last year, NRMA Insurance's Safety Hub, a loyalty app that rewards customers for their proactive safety, was unveiled at the CR Annual.
As one of Australia's largest insurers, Suncorp is tackling the problem of home resilience directly with its new Policy Built it Back Better. If a policyholder's home is significantly damaged, it is rebuilt using the recommended resilience options in addition to the sum insured.
Coinciding with the launch of the directive, the company's new One House to Save Many campaign aims to raise awareness of the importance of resilience with a prototype of a house designed to withstand and survive catastrophic weather conditions.
One House was developed by Leo Burnett in collaboration with The Glue Society and includes contributions from James Cook University, CSIRO and Room 11 Architects. It is designed to withstand fires, floods, cyclones, and much more.
The campaign was brought to life through a documentary, a variety of films and informational content, and an online experience that allows people to explore innovative building features and find ways to incorporate them into their own four walls.
“This is a project that has been in the works for almost two years. When we asked if a home could be designed to handle extreme weather conditions, we found that the knowledge and experience was there to solve this very real problem right now, ”says Glue Society Director Jonathan Kneebone.
"We are excited to see how the solutions presented can cause positive change – and we will continue to tell this important story."
Credits:
Creative agency: Leo Burnett Australia
Chief Creative Officer: Jason Williams
Executive Creative Director: Andy Fergusson
Copywriter: Eric Franken
Art Director: Marijke Spain
Creative Technology Directors: Laurent Marcus & Chris Jovanov
Digital director: Afshin Saffari
Digital design & development: Janifer Wong & Keong Seet
Production company: Revolver
Project, documentary and film director: The Glue Society
Post production company: The Glue Society Studios
Photographer: Andreas Smetana