Suncorp Group’s APIA, in partnership with its new creative agency Leo Burnett, has launched a new brand campaign targeted at its increasingly diverse and growing audience in the competitive over-50s insurance sector.
The 60-second brand video, accompanied by a range of 30 and 15-second spots for each insurance product, is APIA’s first brand campaign with Leo Burnett after the agency won the account in December.
Titled “Get Set. Go,” the campaign shows the benefits the over 50s can receive from APIA’s range of insurance products and services, inspiring them to embrace the amazing opportunities and experiences they deserve, B&T Magazine and Mumbrella reported.
“At APIA, we’re renowned as experts in the over 50s life stage,” said Mark Behr, Suncorp executive manager of marketing insurance. “As such, we know our customers like the peace of mind insurance offers, but they’ve got other things they’d rather be thinking about, like living full and interesting lives. That’s why we offer tailored cover, specialist service, advice and tips to help them get set up, so they can go and enjoy the good life.”
“We wanted to create a platform idea that speaks to the unique mindset of the over-50 audience,” said Jason Williams, Leo Burnett Australia chief creative officer. “These customers aren’t slowing down; they’re excited about the next chapter of their lives and want to embrace new possibilities.”
