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Suncorp has nationally launched a new creative platform to help and inspire its nine million customers to “spend better, save better and dream bigger.”
The Brisbane-based insurer commenced its new brand positioning with the introduction of Sunny – a straight-talking 10-year-old girl, who will serve as a voice of reason when it comes to making complex money matters simple.
Kristi Woolrych, Suncorp EGM for brand and marketing, said the approach was inspired by the fact that unlike adults who tend to live in the “what if”, kids live in the “what is”.
"Our research tells us that money is the number-one anxiety for many Australians, and they're lacking confidence and knowledge to take control of their finances," Woolrych said. "Sunny aims to give Australians simple steps to spend better and save better through insights, support, and tools to help them make positive choices about how they approach their finances. It's also about helping customers dream bigger, and for us that means enabling them to chase their goals and protect the things that matter. The creative is underpinned by a suite of competitive products as well as our new Suncorp Benefits program that helps our customers save on everyday things that eat into their finances, like groceries and fuel."
Simone Waugh, managing director at Publicis Groupe, said the campaign has been designed to appeal to people's inner optimism.
"We know Australians are overwhelmed by where they want to be in their future and how they're going to get there – so they do nothing," Waugh said. "Finances should be a family conversation and the style of the communication should help this... Sunny marks a new era for the Suncorp brand and will make banking and insurance tasks easier and ultimately make dreams feel more attainable."
The next 12 months will see Suncorp continuing to roll out the creative position nationally across its full range of banking, insurance, and investment products and services.
The insurer will also activate the creative across its national retail network, as well as in its partnership with Netball Australia.
