Insurance brand GIO, in collaboration with Ogilvy, has launched a quirky new brand platform that explores the personal and sometimes quirky reasons that certain things are valuable to people.

Titled 'Protect Precious', the campaign features the line 'if it's precious to you, protect it with us', demonstrating that belongings don’t have to be expensive, or moments life-changing, to warrant insurance.

Suncorp EGM Brand & Customer Experience, Mim Haysom, said: "Our new GIO ‘Protect Precious’ campaign shows that GIO understands how different things can have different importance to customers, and in some instances things not worth a huge amount of money can still be incredibly precious to people, so they want to protect them. As a trusted and quality insurer, we are there to celebrate and protect our customers’ most precious things.”

The campaign is live across TV, cinema, BVOD and SVOD, online, social, OOH, radio, digital audio, digital display and 1:1 channels, with product-specific executions for home, motor and SME insurance.

The creative explores the stories of different precious items, starting with opening titles like a short film. For instance, the Car Insurance commercial is titled 'Your Precious Pierre' and tells the story of the driver Peter, and his precious hatchback Pierre.

Ogilvy Australia ECD, Hilary Badger, said: “We all have things we feel are worthy of protecting. That’s a deeply human story to tell. Why do we value our things? What do they mean to us? That is very emotive territory to explore for insurance. And it explains why quality insurance cover matters so much. Not everyone has a car named Pierre or a home with turret. But we can all relate to those quirky, perhaps irrational, attachments. This campaign has been a wonderful opportunity for us to create a unique, positive storytelling tone in a category that often dwells on what can go wrong.”

The campaign was created by Ogilvy Australia, with production by Hogarth and media by OMD. Post-production was handled by Heckler, with sound and music by Rumble. Retouching was done by Studio ADFX, and TVC stills were shot by Stefan Wellsmore.