Not applicable.

Partnering with CGU, the affected Tasmanian small business community had come together to stage a miraculous recovery. So we decided they should come together again to see and celebrate their success first-hand. This would involve an extremely targeted, completely unexpected media channel: a local theatre.

We selected a typical Tasmanian CGU customer, oyster farmer, Max Cunningham, to turn his life into a stage play. Every detail of 'Max's Story' was meticulously researched - especially his recovery from the fires. Theatre actors were cast as leads; the script was based on Max's own words and actions; sets, wardrobe and props ensured his story was recreated to full effect.

We then surprised Max, plus the rest of the affected small business community, by inviting them to the local theatre. Max arrived at the show completely unaware he was the star, for a night no one in attendance will ever forget.

'Max's Story' elicited the kind of reaction that only a live performance can. It was an incredibly emotional and uplifting night - and not just for Max. Of the 110 small business owners (plus families) who attended on the night, insurance brokers generated 50 intermediated new product sales - a response rate of 45%. In addition, the event received coverage in one local newspaper, three national newspapers and on four trade websites.