GIO and Ogilvy launch brand platform, Protect Precious [Video]

Insurance provider GIO has launched a brand platform, with the new Protect Precious positioning created by creative network Ogilvy.

While the insurance category is often associated with moments of disaster, the new positioning’s launch campaign focuses on the more wholesome and personal aspects of insurance, denoted by its tagline: “‘If it’s precious to you, protect it with us.”

Mim Haysom, EGM for brand and customer experience Suncorp, owner of GIO, said that the new campaign shows “how different things can have different importance to customers, and in some instances things not worth a huge amount of money can still be incredibly precious to people, so they want to protect them.”

The Protect Precious platform features product-specific executions for home, motor, and SME insurance, with stories revolving around a number of precious items, like the car insurance commercial titled Your Precious Pierre. It narrates the journey of Peter …