Insurance company GIO has launched a brand platform called Protect Precious, which was created by creative network Ogilvy.
The Protect Precious positioning’s launch campaign is focused on the more wholesome and personal aspects of insurance, with the tagline going “If it’s precious to you, protect it with us.”
The platform features product-specific executions for motor, home, and SME insurance.
GIO owner Mim Haysom said that the new campaign shows how different things can have different importance to customers.
“In some instances, things not worth a huge amount of money can still be incredibly precious to people, so they want to protect them,” Haysom said.
The Protect Precious campaign has stories revolving around various precious items, including a car insurance commercial called “Your Precious Pierre.”
The story is about Peter’s journey and his hatchback Pierre, helping him transition to country life from city life.
The campaign draws on a “deeply human story to tell,” said Hilary Badger, Ogilvy’s executive creative director.
“Not everyone has a car named Pierre or a home with a turret. But we can all relate to those quirky, perhaps irrational attachments,” Badger said.
“This campaign has been a wonderful opportunity for us to create a unique, positive storytelling tone in a category that often dwells on what can go wrong,” she said.
