ONE HOUSE TO SAVE MANY

Silver Spike

Case Film

Presentation Image

TitleONE HOUSE TO SAVE MANY
BrandSUNCORP BRAND
Product / ServiceONE HOUSE
CategoryG07. Corporate Purpose & Social Responsibility
EntrantLEO BURNETT Sydney, AUSTRALIA
Idea Creation LEO BURNETT Sydney, AUSTRALIA
Media Placement OMD Sydney, AUSTRALIA
Production LEO BURNETT Sydney, AUSTRALIA
Production 2 REVOLVER Sydney, AUSTRALIA
Additional Company SUNCORP INSURANCE Brisbane City, AUSTRALIA

Credits

Name Company Position
Graham Alvarez-Jarratt Leo Burnett Australia Head of Strategy
Jason Williams Leo Burnett Australia Chief Creative Officer
Andy Fergusson Leo Burnett Australia Executive Creative Director
Lucy Appleyard Leo Burnett Australia Producer
Chloe Burns Leo Burnett Australia Producer
Eric Franken Leo Burnett Australia Copywriter
Marijke Spain Leo Burnett Australia Art Director
Dan Crozier Leo Burnett Australia Multimedia Studio Manager
Abigail Dubin-Rhodin Leo Burnett Australia Strategy Director
Laurent Marcus Leo Burnett Australia Creative Technology Director
Chris Jovanov Leo Burnett Australia Creative Technology Director
Andy Fergusson Leo Burnett Australia Executive Creative Director
Eric Franken Leo Burnett Australia Copywriter
Grace Vizor Leo Burnett Australia Group Business Director
Erin Stace Leo Burnett Australia Project Director
Jasmin Helliar Revolver Executive Producer
Shae Jones Leo Burnett Australia Business Director
Kim Thompson Leo Burnett Australia Business Director
Chris Jovanov Leo Burnett Australia Creative Technology Director
Adrian Jung Leo Burnett Australia Head of Production
Sidonie Young Leo Burnett Australia Business Executive
Graham Alvarez-Jarratt Leo Burnett Australia Head of Strategy
Alex Kember Revolver Producer
Laurent Marcus Leo Burnett Australia Creative Technology Director
Abigail Dubin-Rhodin Leo Burnett Australia Strategy Director
Adrian Jung Leo Burnett Australia Head of Production
Ronald Regis Leo Burnett Australia Producer
Michael Ritchie Revolver Managing Director/Co-owner
Afshin Saffari Leo Burnett Australia Digital Director
Lucy Appleyard Leo Burnett Australia Producer
Afshin Saffari Leo Burnett Australia Digital Director
Keong Seet Leo Burnett Australia Digital Design & Development
Ronald Regis Leo Burnett Australia Producer
Chloe Burns Leo Burnett Australia Producer
Pip Smart Revolver Executive Producer/Partner
Marijke Spain Leo Burnett Australia Art Director
Dan Crozier Leo Burnett Australia Multimedia Studio Manager
Janifer Wong Leo Burnett Australia Digital Design & Development
Erin Stace Leo Burnett Australia Project Director
Malcolm Caldwell Leo Burnett Sydney Creative Director
Ian Broekhuizen Leo Burnett Sydney Creative Director
Kim Thompson Leo Burnett Australia Business Director
Keong Seet Leo Burnett Australia Digital Design & Development
Michael Ritchie Revolver Managing Director/Co-owner
Grace Vizor Leo Burnett Australia Group Business Director
Jason Williams Leo Burnett Australia Chief Creative Officer
Pip Smart Revolver Executive Producer/Partner
Jasmin Helliar Revolver Executive Producer
Janifer Wong Leo Burnett Australia Digital Design & Development
Sidonie Young Leo Burnett Australia Business Executive
Alex Kember Revolver Producer
Jonathan Kneebone The Glue Society Director
Scott Stirling The Glue Society Post Producer
Luke Crethar The Glue Society Editor
Alexander Harrod The Glue Society Editor
Paul Bruty The Glue Society Editor
Andy Clarkson The Glue Society Colourist
Viv Baker The Glue Society Flame Compositor
Cameron Robertson The Glue Society 3D Animation

Why is this work relevant for Direct?

Each year, hundreds of thousands of Australian homes are destroyed or damaged by extreme weather. To help solve this problem, Suncorp partnered with the CSIRO, James Cook University and Room 11 Architects to create ‘‘One House To Save Many’. The world’s first home designed, scientifically tested, and built to withstand cyclones, floods and bushfires. One House was launched with an integrated campaign, consisting of TV, PR, radio, OOH, print, social and a primetime documentary. The advertising drove people to an online hub where they could find out how to make their own homes more resilient, and explore Suncorp products.

Background

Every year, during Australia’s ‘Storm Season’ (November to April), hundreds of thousands of homes are destroyed or damaged by extreme weather. And thanks to climate change, it’s only getting worse. In fact, entire communities in North Queensland are no longer insurable. So Suncorp, one of Australia's largest insurers, briefed us to create a campaign that would help make Australian’s more prepared for future storms. Create awareness about Suncorp products. And demonstrate Suncorp’s commitment to Australia’s resilience. It was to be a fully integrated campaign, including brand and product TV, OOH, print, socia, radio and digital utility. And the primary audience was the State of Queensland, with an ideal PR reach including the rest of Australia.

Describe the creative idea (30% of vote)

Each year, hundreds of thousands of Australian homes are destroyed or damaged by extreme weather. And each year nothing changes. We just pick up the pieces, rebuild the same way, and hope it won’t happen again. And with the ever-increasing effects of climate change, the problem is only getting worse. To help solve this enormous problem, Suncorp partnered with the CSIRO (science organisation), James Cook University and Room 11 Architects to create ‘One House To Save Many’. The world’s first home designed, scientifically tested, and built to withstand cyclones, floods and bushfires. One House is the blueprint for the future of Australian housing. Enabling Australians to live in harmony with nature, and not in fear of it. The project launched with a national ad campaign and prime time documentary. The learnings from One House were then made available to the public and presented to government institutions and national building companies.

Describe the strategy (20% of vote)

Despite the continued devastation of cyclones, floods and bushfires, nothing really changes. We just pick up the pieces, rebuild the same way, and hope it won’t happen again. In fact, 97% of disaster funding is spent on the repair and rebuild, and only 3% is spent on the prevention. The reality is, building codes in Australia just aren’t adequate for the ever-increasing effects of climate change. So, we realised that the only way to change this cycle of destruction, is to change the way we build our homes. So, instead of a traditional ‘storm preparation’ campaign, we proposed to Suncorp that we design and build a resilient house that could become the blueprint of future Australian homes. One that would be affordable, could be insured, and would stand strong through future Australian conditions. The primary audience was mid to high-income homeowners in storm-ravaged Queensland.

Describe the execution (20% of vote)

We brought together Australia’s smartest experts in building and weather resilience; Suncorp, The CSIRO (Australia’s leading science agency), James Cook University, and Room 11 Architects. Together, they designed, scientifically-tested and built the world’s-first prototype house that can withstand bushfires, floods and cyclones. We called it ‘One House To Save Many’. The project launched with a national ad campaign (TV / OOH / Radio / Press etc), PR and prime time documentary. The learnings from One House were presented to government institutions and national building companies. The plans were made available to the public through a website where people could explore the features and find out what they could do to make their own homes more resilient. As well as discover more about Suncorp insurance products.

List the results (30% of vote)

The campaign reached 99% of the target audience (through paid and earned), and was widely covered across every major Australian news network (20M+ impressions). Including prominent features on current affairs programs and morning shows. The documentary also aired multiple times on a major broadcast network (channel 9). In the first few weeks, Suncorp received inquiries from 13 leading industry and research stakeholders, 4 of Queensland’s largest city councils, and 2 national building companies interested in partnering with Suncorp to scale One House across the country. Led by Suncorp, the Insurance Council of Australia has now launched Project Resilience – that aims to embed resilience into the National Construction Code by 2025. And several weeks after launch, the Federal Government announced a $600 million resilience fund for new disaster preparation and mitigation programs. In addition, we’ve seen 110,000+ unique visitors to the website, with a 3.7 minute average dwell time.

Please tell us how the brand purpose inspired the work

‘Building futures and protecting what matters’ is Suncorp’s brand purpose. And the tagline, ‘That’s the Suncorp Spirit’, speaks to 100 years of protecting Australians. So this campaign comes from the core of Suncorp’s values. Building a more resilient Australia is the Suncorp Spirit. And ‘One House’ is a natural manifestation of who they are.

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