Cypha was challenged to create a strategy for CGU’s Own It campaign that would encompass print, digital, email and social media channels and talk directly to thousands of SME’s across Australia. There were a number challenges we needed to tackle.
How can we drive brand awareness for the new CGU Insurance direct to consumer offering, to an audience we have not yet engaged with across digital and social channels?
How can we then entice them to reach out direct for more information ultimately, an online quote or lead?
How can we let small business owners know that CGU business insurance can be purchased direct online and over the phone?
And how do we do this in a a relatable and genuine way in order to create a connection and build trust, all while avoiding small business clichés and delivering meaningful and valuable content that cuts through the clutter?