There are no restrictions on including branded content on Australian television. But the sheer logistics of what we pulled-off for CGU Insurance make it unlikely anything similar will be attempted anytime soon.

We had to negotiate for permission to include two minutes of branded content during the live Sunrise broadcast, the first-time this had been granted. And we had to obtain permission to use the IP of the Sunrise brand in the subsequent advertising campaign.

We had to produce a two-minute film about CGU Insurance customer, David Sonter, without him knowing. And to make it compelling viewing, we decided it needed to include his family and friends.

We had to arrange a community breakfast to ensure that David would be in the right place at the right time to see his 'Sunrise Surprise' - and film his reaction. And we needed to invite the rest of David's community to ensure he didn't suspect what we had planned.

We then had to plan a live-cross, from a rural town, to Australia's highest-rating morning show. And it had to be at exactly the right moment or we'd miss our broadcast window.

Firstly, a moving two minute account of David Sonter's bushfire recovery, told by his closest friends and family, was produced without David knowing.

Then, at a planned community breakfast commemorating the first anniversary of the bushfire, came David's Sunrise surprise.

As David watched his recovery story, so did the rest of Australia - live on Sunrise, on national television. It was an Australian first: content about a successful CGU Insurance customer seamlessly integrated into the Sunrise program.

To maximise impact, the Sunrise content was then shortened to run as standalone television and online advertisements for CGU Insurance.

Total viewership of David Sonter's story on Sunrise peaked at 3.1 million people.

It only ran for two minutes, but its effects were far reaching for CGU Insurance. Brand recognition improved 278% from the previous campaign, far exceeding norms in the Australian financial services category. Sales calls went up 18% and policies sold up went up 17%, all entirely attributable to the campaign.

Consequently, CGU Insurance's share of the Australian insurance market has never been higher.