The Strategic solution was to tap into a unique State-riotic West Australian psyche to create long term brand loyally.

HEART - Environments that make consumers feel free from worry MIND - Demonstrate rationale benefits of SGIO SPIRIT - Environments synonymous with the WA way of life•Unworry media kits for journalists at launch to explain the meaning of Unworry•Newspaper Inserted Magazines at launch to educate West Australians on Unworry•Homepage and Video Takeovers and on key WA websites•TV and Large Format Outdoor for awareness & impact•Beach lockers to demonstrate SGIO takes your worries away, by locking up your valuables, so you can enjoy the WA lifestyle •SGIO Light Projections at night time hotspots •Helibanner over key lifestyle destinations, e.g. cricket oval; AFL games; beaches •Branded coffee cups in cafes •Metro Radio & Press to maximise weekly reach of retail messaging & drive call volumes

Unprompted Brand Awareness has shown a significant increase from 65% in October 2008 (Pre-brand re-launch) to a very high 75% in November 2008 (Post brand re-launch). Sales Calls were up by 1.5% SPLY and Renewals are up by 2.6% SPLY within one month of the campaign's launching.“I really think what has made the launch stand out and what has really made the impact and the difference, is the awesome media strategy and implementation plan. You have all been so committed to making this the best launch possible.” Michelle Matthews, SGIO Marketing Manager