The Campaign

Not applicable.

Results

Following the bush fires, CGU had performed as promised to promptly help their small business customers get back to work. But as the memory of the fires began to fade, so too did the memories of CGUs performance. While remaining keenly sensitive in the aftermath of such a disaster, we wanted to remind affected small business owners of the value of being with the correct insurer. And because insurance is a faceless commodity, we needed an emotional way to show them, rather than tell them. So we selected a typical Tasmanian CGU customer, Max Cunningham, to turn his life into a stage play. Every detail of 'Max's Story' was meticulously researched - especially his recovery from the fire. Established theatre actors were cast as leads; the script was developed based on Max's own words and actions; sets, wardrobe and props ensured his story was recreated for full effect. We then surprised Max, along with the other affected small business owners, with invitations to a night at a local theatre. Max arrived at the show completely unaware he was the star, for a night no one in attendance will ever forget.

CGU is the largest insurer of small businesses in the Australian state, Tasmania. In early 2013, much of Tasmania was devastated by bush fire. So in the aftermath, CGU wanted to remind their affected small business customers how successfully they'd partnered together to See It Through. For one memorable night, we brought the entire small business community together at a local theatre for a very special performance - including one small business owner who arrived at the show completely unaware he was the star.

'Max's Story' elicited the kind of reaction that only a live performance can. It was an incredibly emotional and uplifting night - and not just for Max. Through his story, other small business customers in attendance saw and relived their own successful post-fire recoveries, making them appreciate CGU all the more. Appropriately, 'Max's Story' was seen not by millions, but hundreds - the very people CGU had partnered with to See It Through.