Case Study
7Digital positions Suncorp as the insurance provider of choice
By tapping real-time weather data, 7Digital put Suncorp and the importance of insurance front and centre during the hot Aussie summer.
The challenge
With a target audience of Queenslanders in mind, insurance brand Suncorp needed to highlight the importance of insurance to protect against extreme weather conditions during the harsh Australian summer.
The solution
Suncorp partnered with 7Digital to position the brand as the insurance provider of choice. The aim was to build a stronger connection with Queensland consumers and drive consideration for Suncorp’s insurance products.
Leveraging the trusted voice of 7NEWS, and aligning with local, real-time weather patterns, Suncorp effectively communicated its campaign message through a combination of dynamic and temperature-targeted creative utilising several key digital products across 7NEWS.com.au
7Digital and programmatic platform Bonzai built dynamic standard and rich media creative to pre-empt days of extreme weather conditions forecast by Bonzai’s weather API.
To further align with weather content, 7Digital worked with OMD to identify and prioritise weather keywords across 7NEWS.com.au. Bonzai built creative which ran exclusively on extreme heat, water, storm or cyclone-related content across the platform.
The first brand to launch commercial content on 7NEWS.com.au, 7Digital’s commercial content team created a series of articles focusing on different weather themes. Produced in the tone and voice of 7NEWS.com.au, the content built on the site’s ethos of sharing relevant, community-based information.
During the bushfire season, 7Digital leveraged Facebook Live to deliver real-time video news and updates of bushfire conditions providing an instant source of content for Queenslanders. Suncorp was integrated across this content allowing the insurer to communicate the brand message and build a deeper connection with users, all while being positioned on the ground in times of need for people in the sunshine state.
The results
The campaign exceeded all targets set including views and impressions. It was highly effective in reaching Queenslanders and driving the important and compelling message: Suncorp is the insurance provider of choice for during the Australian summer. The campaign was a sizzlingly delicious success, tracked with an EQ Lift and Custom Audience Study.
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