Suncorp wins top advertising crown, as Aldi named most effective again
Suncorp’s long-term campaign to empower customers to protect their homes and assets against the elements has been awarded a top advertising award, as supermarket Aldi was crowned the country’s most effective advertiser.
Suncorp’s strategy to empower customers to protect their homes and assets to reduce their need for insurance protections, was awarded the country’s major prize for effectiveness in advertising.
The brand’s strategy, which repositioned insurance from recovery to resilience and in the process turned “a cost centre into a value driver” through a series of campaigns including ‘Resilience Road’ and ‘One House to Save Many’ and ‘If Your Home Could Talk’, all of which aimed to reframe the problem and empower consumers to take action.
The brand’s strategy was awarded the Grand Effie at the Australian Effie Awards, which honour significant achievements in marketing communications, with the judges recognising the strategy’s transformative impact on the business and brand.
The judges called the work “a showcase of effectiveness that all marketers should aspire to”.
“It was a cleverly delivered, disruptive, and fun execution that overcame significant challenges, resulting in fantastic, well-proven, and impressive ROI, increased market share, and consideration gains,” the judges declared.
Suncorp and its advertising agency Leo Australia won a gold Effie for the long-term impact of the campaign.
Suncorp executive general manager of brand & marketing, Mim Haysom told The Australian the strategy has been a “five year-plus journey”. “Over that time we’ve seen the brand equity improve in terms of the consideration of the brand, we’ve see market share improve, we’re number one in terms of market share in the market for Suncorp. It’s been really fantastic for us, but more importantly the customer experience and the customer outcomes are what really matters. The benefit really is the experience that we provide for our customers in terms of helping make homes more resilient, but also making the response experience better for our costumers.”
Supermarket brand Aldi was also lauded at the annual awards night and was crowned the country’s most effective advertiser for the second year in a row. Aldi won one gold and four silvers awards at the event, while its ad agency BMF was crowned Effective Agency of the Year.
The Australian Red Cross Lifeblood and its agency Clemenger BBDO was another big winner, securing two gold Effie awards. Defence Force Recruiting, Nestle and Toyota also secured awards.
A total of 55 Effie awards were handed out at the ceremony, with brands such as Telstra, Meat & Livestock Australia, Arnott’s, Lion, The Iconic, IAG and the Australian government all recognised with gongs.
The awards, which recognise the sales and brand impacts from creative advertising campaigns, are regarded as the most prestigious advertising accolades in the country and are run by the Advertising Council Australia.
Advertising Council Australia CEO Tony Hale said: “The Effies have always been about celebrating marketing that truly delivers. This year, we saw an increased number of winners, reflecting a growing focus across the industry on work that moves the needle, challenges conventions, and demonstrates the value of creative impact.”
