How Suncorp, Leo Burnett flipped an advertising brief to a long-range marketing investment in a (real) street of climate change-ready homes, influenced national policy and drove a 38% lift in enquiries, surge in brand consideration
Mi3 Audio Edition · Mi3 & iHeart Podcasts Australia
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Show Notes
Marketing is a dirty word for some – look no further than the ‘Scotty from Marketing’ jab. But Suncorp has spent three years building, quite literally, a powerful response to that. Its One House campaign last year and recent Resilience Road activation are entirely marketing-funded and led research projects that are changing the way Queenslanders build disaster-proof homes. And what’s more, the campaign is flowing through to Suncorp’s bottom line, driving a 38 per cent rise in enquiries and more than 100,000, four-minute-long website reads. As CMO Mim Haysom and Leo Burnett Chief Customer Officer Amanda Wheeler explain, there’s more to come.
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