GIO launches new brand campaign positioning insurance as a ‘safety mat’

Australia – GIO has launched a new brand campaign developed by Leo Australia that positions the insurer as a source of reassurance when everyday mishaps occur.

The campaign, which carries the tagline “Great Insurance, Obviously”, centres on the idea of a safety mat as a visual metaphor for protection, reflecting the role insurance plays in cushioning unexpected events. Scenarios depicted range from minor parking accidents to more serious incidents, with the safety mat representing a “soft landing” when things go wrong.

According to the campaign’s creative concept, the safety mat is integrated directly into the GIO logo, with the letter “I” transforming into the mat itself. The execution is intended to create a recognisable symbol of protection while reinforcing brand recall.

Mim Haysom, EGM brand & customer experience at Suncorp Group, said the campaign builds on GIO’s long-standing brand heritage. “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”.

Meanwhile, Tim Woolford, executive creative director at Leo Australia said the campaign aims to sharpen consumer understanding of what the brand represents. “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”.

The campaign’s media strategy is led by OMD and will be rolled out across television, out-of-home advertising, digital platforms and social media channels.