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Top 6: April 6th 2022
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CGU Insurance: Tall PoppyTop 6: April 6th 2022
In Australian culture we have a phenomenon called 'Tall Poppy Syndrome', where ambitious people are verbally or emotionally cut down. Basically, nobody is meant to be better than others, nobody is allowed to stand out. This is bad news for ambitious business owners, and even worse for the brokers who help insure them.
CGU Insurance, Australia's leading insurer for small businesses, set out to change the nation's view of 'Tall Poppy Syndrome' by creating a B2B integrated campaign like no other, including a 5-minute long paid Cinema ad created with the Jim Henson Company. Agency: Thinkerbell The main protagonist in the narrative is Tall Poppy, a not-so-little girl who is the beacon for those who dream to grow their small business and a symbol of ambition that can’t and won’t be cut down. CGU Insurance’s initiative creating a 5 minute long ad made its mark in culture and reached 15 million Australians through earned media alone (no mean feat given we are a nation of 25 million people) sparking the conversation on what it means to be a ‘Tall Poppy’ giving small business owners the confidence to stand tall.
Head Brand Thinker: Gerry Cyron Also best this week |
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