Results and Effectiveness

We achieved #1 position in consideration amongst non-GIO customers, up 15% (Source: Sweeney brand tracker) Awareness improved: - Total GIO brand awareness improved 9% to 63% - Unaided brand awareness amongst Planners grew 10% to 71% Preference improved: - Achieved #1 in preferred alternative insurer amongst non-customers Brand imagery improved – significant shift in : • Cares about its customers • Supports the community • Experts And business performance followed: - New customers grew +17% YOY Ongoing, the Life Matters survey insight is driving new branded content and creating qualified leads who have agreed to be recontacted by GIO.

Creative Execution

- Broadcast channels introduced ‘Mr Meticulous’, a character just like them - Newspapers, outdoor and online established us as the brand to protect their important details. We created two-way ‘assessment’ interactions in trusted environments: - Pop-up executions were placed in key home magazines - Digital video was placed on news and home websites with interactive formats encouraging ‘re-assessment’ - Local newspapers and outdoor within suburban environments urged reassessment. Our biggest innovation was a new mass media survey ‘Life Matters’. It made Insurance Planners reassess by surveying them about their needs Created with News Limited, it was pre-promoted in their papers and websites, distributed as an 8 Sunday press liftout and a dedicated microsite. It drove qualified leads - respondents received advice based on their response, with ongoing tips sent via eDM's. It drove content creation - findings featured as a segment within Today Tonight; newspaper editorial and conversations on radio.

Insights, Strategy and the Idea

The personal insurance category is characterised by inertia. Few new consumers enter the market each year; volume comes from switching - however, only 8-9% of customers switch annually. GIO growth had stagnated, and our challenge was to re-energise the brand and drive growth. Success would be no. 2 position in consideration amongst non-customers. Needs-based research identified a segment we called “Insurance Planners”. They had high attention to detail and wanted more involvement in their insurance selection. But further insight unearthed a hurdle: Planners were so thorough they were hardest to move! The effort put into their insurance choice had cemented satisfaction, driving lower intention to switch. This led to our idea of “creating active moments of reassessment”. • Using media to instigate opportunities to stop and think about their insurance • Tailoring messaging to the opportunity moment, providing reasons to encourage Planners to choose GIO