Suncorp Insurance is Australia’s largest insurance group, with over 2 million people interacting with the brand every day.

Whilst they are the market leader in insurance, the brand was suffering from a lack of innovation, and was seen as a brand more for ‘oldies’.

Another big market trend was a continuing increase in the number of customers who were under-insured – that is, not understanding the amount of items they owned, and how much it would cost to replace them. People rarely kept an accurate record of what they owned.

The brief was to find a way to drive up our innovation, reduce the levels of underinsurance, and also pick up new customers from other brands.

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.