Speaking directly to small business owners, with results that convert
CGU Insurance is one of Australia’s most established insurers, with a 160-year legacy and a forward-thinking approach. Their move into direct-to-business insurance opened new growth opportunities, and needed a digital launch strategy to match.
CGU Insurance engaged Cypha to lead the digital arm of its “Own It” campaign, targeting Australia’s small business community with a direct-to-business proposition. Our strategy blended real stories with tactical targeting, resulting in engagement rates far above industry averages and a strong uplift in quote completions.
CGU was launching a direct-to-consumer insurance offering, aimed specifically at SMEs, a new audience for their digital channels.
They asked Cypha to:
The campaign had to connect authentically, without falling into small business clichés. We needed to spark interest, earn trust, and avoid the usual "stock photo CEO" trap.
Our approach combined human insight with digital performance, using empathy, strategy, and real-world storytelling to make an impact.
1. Insight-Led Discovery
We interviewed small business owners across industries to understand their needs, frustrations and fears. These insights shaped both creative and messaging, ensuring the campaign was grounded in relevance, not assumption.
2. Integrated Content Strategy
We mapped out a campaign across print, video, display, email and social media, with a digital-first focus. Our strategy prioritised:
3. Creative & Execution
We created:
Bright, relatable imagery outperformed dark/gritty variations, our testing confirmed that small business owners preferred positivity and clarity.
4. Audience Targeting & Optimisation
We took an “owner-first” approach:
We ran multi-platform testing across messaging, formats and placements, using performance data to optimise the campaign in real time.
The "Own It" campaign delivered results well above industry benchmarks, helping CGU successfully enter the direct-to-business space with confidence.
The Own It campaign gave small business owners something real to connect with, not just a product, but a promise. Cypha helped bring that promise to life with precision and heart. — CGU Marketing Lead
Cypha acknowledges Traditional Owners of Country throughout Australia and recognises the continuing connection to lands, waters and communities.We pay our respect to Aboriginal and Torres Strait Islander cultures; and to Elders past and present.
