SUB CATEGORY :

CONTENT-LED ENGAGEMENT

COMPANY ENTERING :

LEO BURNETT AUSTRALIA, MELBOURNE

TITLE :

ONE HOUSE TO SAVE MANY

BRAND :

SUNCORP INSURANCE

ADVERTISER :

SUNCORP INSURANCE

AGENCY :

LEO BURNETT AUSTRALIA, MELBOURNE

CHIEF CREATIVE OFFICER :

JASON WILLIAMS

EXECUTIVE CREATIVE DIRECTOR :

ANDY FERGUSSON

ART DIRECTOR :

MARIJKE SPAIN

COPYWRITER :

ERIC FRANKEN

AGENCY PRODUCER :

LUCY APPLEYARD/RONALD REGIS/CHLOE BURNS

ACCOUNT DIRECTOR :

GRACE VIZOR

ACCOUNT MANAGER :

SHAE JONES/KIM THOMPSON

ACCOUNT EXECUTIVE :

SIDONIE YOUNG

STRATEGIC PLANNING DIRECTOR :

GRAHAM ALVAREZ-JARRATT

STRATEGIC PLANNING MANAGER :

ABIGAIL DUBIN-RHODIN

MEDIA AGENCY :

REVOLVER, SYDNEY

FILM PRODUCTION COMPANY :

THE GLUE SOCIETY, SYDNEY

DIRECTOR :

THE GLUE SOCIETY

PRODUCTION DESIGNER :

REVOLVER

RESEARCH/PROTOTYPES :

JAMES COOK UNIVERSITY/CSIRO/ROOM11 ARCHITECTS

POST-PRODUCTION COMPANY :

REVOLVER, SYDNEY

CAMPAIGN SUMMARY :

Each year, hundreds of thousands of Australian homes are destroyed or damaged by extreme weather. And each year nothing changes. We just pick up the pieces, rebuild the same way, and hope it won’t happen again. The only way to change this cycle of destruction and heartache, is to completely change the way we build our homes. So that’s what we proposed to Suncorp, one of Australia’s largest insurers. ‘One House To Save Man’ is the world’s first home designed, scientifically tested, and built to withstand cyclones, floods and bushfires. To create it, we brought leading experts in home resilience together for the first time. Combining their knowledge to create groundbreaking resilience features. Like mesh screens to protect against fire and debris. Water diverting retaining walls. And air pressure relief systems to prevent cyclone damage. The project launched with a national ad campaign and prime time documentary. The learnings from One House were then made available to the public and presented to government institutions and national building companies. Led by Suncorp, The Insurance Council of Australia has now launched ‘Project Resilience’. Aiming to embed resilience into the National Construction Code by 2025. And the Australian Federal Government has announced a 600 million dollar resilience fund for new disaster preparation and mitigation programs. And as a result of the learnings, Suncorp created a new product. In an industry-first, Suncorp Insurance launched the “Build it Back Better” promise that applies the resilience learnings from One House to every home they rebuild. This wasn’t just about building One House, it was about changing the way we build every house.

THE BRIEF :

Every year, during Australia’s ‘Storm Season’ (November to April), hundreds of thousands of homes are destroyed or damaged by extreme weather. And thanks to climate change, it’s only getting worse. In fact, entire communities in North Queensland are no longer insurable. So Suncorp, one of Australia's largest insurers, briefed us to create a campaign that would help make Australian’s more prepared for future storms. And demonstrate Suncorp’s commitment to Australia’s resilience.

THE STRATEGY :

Despite the continued devastation of cyclones, floods and bushfires, nothing really changes. We just pick up the pieces, rebuild the same way, and hope it won’t happen again. In fact, 97% of disaster funding is spent on the repair and rebuild, and only 3% is spent on the prevention. The reality is, building codes in Australia just aren’t adequate for the ever-increasing effects of climate change. So, we realised that the only way to change this cycle of destruction, is to change the way we build our homes. So, instead of a traditional ‘storm preparation’ campaign, we proposed to Suncorp that we design and build a resilient house that could become the blueprint of future Australian homes. One that would be affordable, could be insured, and would stand strong through future Australian conditions.

THE EXECUTION :

We brought together Australia’s smartest experts in building and weather resilience; Suncorp, The CSIRO (Australia’s leading science agency), James Cook University, and Room 11 Architects. Together, they designed, scientifically-tested and built the world’s-first prototype house that can withstand bushfires, floods and cyclones. We called it ‘One House To Save Many’. The project launched with a national ad campaign, PR and prime time documentary. The learnings from One House were presented to government institutions and national building companies. The plans were made available to the public through a website where people could explore the features and find out what they could do to make their own homes more resilient. And as a result of the learnings, Suncorp created a new product. In an industry-first, Suncorp Insurance launched the “Build it Back Better” promise that applies the resilience learnings from One House to every home they rebuild.

THE RESULT :

The campaign reached 99% of the target audience (through paid and earned), and was widely covered across every major Australian news network (20M+ impressions). Including prominent features on current affairs programs and morning shows. The documentary also aired multiple times on a major broadcast network. In the first few weeks, Suncorp received inquiries from 13 leading industry and research stakeholders, 4 of Queensland’s largest city councils, and 2 national building companies interested in partnering with Suncorp to scale One House across the country. Led by Suncorp, the Insurance Council of Australia has now launched Project Resilience – that aims to embed resilience into the National Construction Code by 2025. And several weeks after launch, the Federal Government announced a $600 million resilience fund for new disaster preparation and mitigation programs. In addition, we’ve seen 110,000+ unique visitors to the website, with a 3.7 minute average dwell time.