Suncorp had recently teamed up with Trov, a US tech firm, that had created an app that allowed you to keep a record of what you owned. This was the platform we would use to answer the brief, but we needed to package it in a creative way to make it ownable for our brand.

We created Stuffies. They’re like Selfies for your stuff.

A whole new photo category that would help people keep a record of their stuff, and allow us to use the omnipresence of selfies to strike a chord.

Using the app we encouraged customers to take Stuffies, and have an accurate record of what they owned, safely stored forever.

By uploading photos of their stuff they even received a valuation for it based on a database of similar items.

They could even include photos of receipts – and insure it all at the same time.

We created short content pieces that encouraged people to put down the selfie sticks and download Trov instead.

We also used outdoor sites where people could download the app for free immediately using the QR code on the poster.

We ended every piece of digital comms with the hashtag #takeastuffie which became a trending topic on Twitter during launch week.

EDM’s were sent to all existing Suncorp Insurance customers with a link to download the app immediately.

Over 50,000 people downloaded the Suncorp Insurance Trov app in the first week.

Uploading an average of 120 stuffies photos each with an average value per user of $187,000.

Nearly 40% of downloads came from non-Suncorp customers, giving us the data to target them in one-on-one acquisition.

We could also successfully cross-sell our insurance to current customers, highlighting the dangers of being under-insured.

Roy Morgan Needscope Research also showed that the Suncorp Insurance brand had made a considerable leap up into the Innovative categories.