Thief Outsmarted as GIO Spruiks 'Great Insurance, Obviously'

GIO has launched a new campaign with Leo Australia which reassures Aussies that when life throws curveballs, they can count on GIO for ‘Great Insurance, Obviously’.

At a time when Aussies feel more uncertain than ever, the campaign taps into a simple insight: Australians crave confidence in their insurance. To bring that feeling to life, GIO introduces the ultimate symbol of protection -- a safety mat -- offering a soft landing when life inevitably happens.

At the heart of the idea is a clever visual twist: the ‘I’ in GIO transforms into the safety mat itself, turning a single letter into a universally recognised symbol of protection and reassurance.

Mim Haysom, EGM brand and customer experience Suncorp Group, said, “Over the past century, GIO has built a reputation as an iconic NSW brand, trusted and reliable for our customers.

"With 'Great Insurance, Obviously', we’re giving the brand a fresh, unmistakably GIO feel demonstrating how we meet our customer expectations with clarity and confidence, and connecting in a way that’s more fun and more emotional.”

Tim Woolford, executive creative director at Leo Australia, said, “GIO has been around forever, but what it actually means to Aussies was becoming a bit fuzzy. This campaign sets out to change that by positioning GIO as a brand that stands for safety, and for great insurance, obviously.

"We’ve tried to avoid lofty insurance tropes in favour of a more subversive comedic style. We want Aussies to feel like GIO really is a safety mat for all the ordinary ‘life stuff’ that can suddenly go wrong.”

With media led by OMD, the multi-channel campaign will roll out across TV, out of home, digital, and social media.