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-looking direct-to-business offer. CGU engaged Cypha to lead the digital arm of its Own It campaign for Australia's small business community.
The strategy blended real stories with tactical targeting to build awareness, drive qualified traffic and support online quote completions.
CGU was launching a direct-to-consumer insurance offering for SMEs, a new audience for its digital channels. The campaign needed to build awareness, drive landing-page traffic and generate quotes in a competitive market.
The work had to connect authentically without falling into small-business cliches, earning trust through relevance and real-world storytelling.
Discovery interviews with small business owners shaped both creative and messaging. Content was tailored by industry and built around two-way conversation rather than broadcast advertising.
The campaign took an owner-first approach: not just barbers, but barbershop owners; not just tradies, but contractors running crews; not just designers, but studio founders. Multi-platform testing across messaging, formats and placements informed ongoing optimisation.
The Own It campaign gave small business owners something real to connect with, not just a product, but a promise.
CGU Marketing Lead Client feedback
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.