Suncorp, with its diverse range of brands, sought an advertising platform that offered flexibility and customisation to meet the unique requirements of each brand.
Suncorp were seeking an always-on platform, where they could effectively target varied audiences, deliver tailored messaging and maximise engagement across TODAY. This required a versatile platform like TODAY that is highly capable of adapting to the distinct identities and marketing goals of each brand, ensuring optimal visibility and impact in a competitive market.
A dynamic strategy for a diverse brand portfolio
The solution for Suncorp’s challenge was a flexible and relevant partnership that allowed the integrations and commercial executions to be tailored to the specific marketing needs of each brand under Suncorp’s remit. This allows for fresh and exciting content that is both relevant to the brand and engaging for TODAY’s national audience.
TODAY effectively delivered the key messages of each brand while building trust and loyalty with viewers. Throughout the year, TODAY executed weather crosses, dedicated segments, spokesperson interviews, consumer promotions, branded billboards and more for Suncorp.
Our editorial team, in collaboration with the client, constructed each integration to ensure it effectively delivered the key messaging of the selected brand, while building brand trust and loyalty with viewers.
TODAY has effectively built awareness of key strategic partnerships for multiple Suncorp brands including AAMI, GIO, Apia and Suncorp Insurance.
+11% pts
Increase in unprompted Awareness of AAMI’s SES sponsorship
+8% pts
Increase in awareness of GIO’s Wheelchair Sports NSW partnership
Source: Gemba Brand Study 2023
The overarching partnership delivered a successful and dynamic campaign in 2023, which has been renewed and is continuing throughout 2024.
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