From a targeting and creative perspective, Suncorp’s ‘One House’ project and campaign was another regionally oriented program delivering customer and commercial dividends. The idea stemmed from a focus on how to help customers protect their homes from floods, cyclones and fire perils. Those more exposed to these severe weather events are commonly located in mid to North Queensland. As a result, regional audiences and needs pervaded the entire campaign.
“If people have not prepared their homes to be somewhat resilient to these increasing weather events, both in terms of number and severity, what happens when they’re displaced from their homes is they’re out of those homes for longer. The more damage, the greater the social, economic and mental health impact,” Haysom explains.
“We can’t stop the floods. So we asked: What can we do to help communities and customers who are in high-risk areas to build or modify homes to make them more resilient to today’s perils? If they are impacted, how do we ensure the damage is not as severe and they can get back into their homes quicker and with less cost and impact across all of those areas of community, social and mental health?”
The resulting ‘One House’ project saw Suncorp design a prototype home more resilient to bushfires, floods and cyclones, inside and out. The house design was based on a traditional Queenslander to reflect Suncorp’s brand heritage as well as core target segment. It was created in partnership with James Cook University, CSIRO and Room11 Architects and creative agency, Leo Burnett Australia.
The ‘One House to Save Many’ campaign incorporated a 28-minute documentary featuring regional families previously impacted by weather perils, capturing their reactions to One House and what they would do differently if they had such information on how to make their homes more resilient. Bite-size online content, TV commercials and democratised IP followed suit. Suncorp also built a product called ‘Build it back better’, making a commitment to consumers impacted by weather events to rebuild a certain level of resilience features into their replacement homes at no cost.
“That campaign did amazingly well for us. It increased consideration +10 points, or +12 points with non-Suncorp customers, which is phenomenal for one campaign to do considering we’re the second-most considered insurance brand in Queensland,” Haysom says. “It also increased customer quotes by 25%. Our new business units increased 11.1%.
“It had profound brand and business impact as seen through our tracking and marketing mix modelling. It just goes to show the power of a really strong insight, then developing something that creates true and meaningful value for customers.
“The other thing I would say is regional audiences appreciated being thought about.”