CGU Insurance ignites Australia's ambition with new campaign

CGU Insurance ignites Australia's ambition with new campaign | Insurance Business

CGU Insurance ignites Australia

CGU Insurance, in partnership with The Monkeys, has rolled out the “ABN Rescue” campaign to help spark the ambitions of small business owners in Australia.

The campaign highlights the rescue of a lapsed small business called DOMUTS: donuts for dogs, which was the brainchild of working mum, Thea, and her son, Marcus.

“With so many ABNs dying every year, we knew Australians were losing their ambition,” The Monkeys ECD Vince Lagana told B&T Magazine. “This inspired ‘ABN Rescue’ – a campaign dedicated to getting Aussies everywhere to reignite their small business dreams. We shone a light on one of those small businesses, DOMUTS, to inspire the rest of Australia. After all, we know everyone loves dogs. And who doesn’t love donuts?”

CGU Insurance worked closely with Thea to get DOMUTS off the ground – from providing advice and assistance, to gifting DOMUTS with an AFL grand final spot and launching DOMUTS on a grand scale during one of the most watched TV events of the year.

The film, directed by Jeff Low at Rabbit Content, showed dogs making the pilgrimage to Dogtopia, where DOMUTS blossom, and even included a special message for dogs, embedded in a frequency only they can hear. As the spot features animals, .05% of CGU’s media spend was pledged to support The Lions Share Fund, a United Nations Development Programme (UNDP), the report said.

Read more: Two IAG-owned insurers team up with the Lion’s Share Fund

“As a long-standing champion of ambitious Australian small businesses, we are looking to inspire Australians with an idea to follow their ambition,” said Sally Kiernan, CGU Insurance marketing director. “CGU insures and protects the goals of Australian small business owners. That’s why we’re helping Thea make her ambitious idea a reality. DOMUTS has faced its hurdles, but we believed that with a little support from the right people, we could get the DOMUTS business back on track. Through sharing Thea’s story, we hope to inspire many more people to revisit their own business ambitions and give it their best shot.”

The ABN Rescue campaign also included content films, influencer engagement, PR and social, along with a dedicated website that houses a custom tool that lets people explore the business trends in their area. Special-built “Ambition Wanted” installations have also transformed empty shopfronts around Sydney into visions of “what-could-be,” inspiring locals and bringing life back to dwindling retail strips, B&T Magazine reported.