Although many radio, television and newspapers were flooded we acted fast, delivering over 2,000 live radio reads with the first hour; each tailored to the needs of that town.With each community experiencing a different type of flood (downpour, Riverina, drain backup, dam release) our local, bespoke approach to messaging demonstrated Suncorp’s empathy with Queensland.In local newspapers and news sites we provided practical support - telling customers what to do for their type of flood and directing them to the Suncorp flood-emergency webpage.Going beyond what you would expect from an insurer (and well beyond our competitors) we helped instil hope by mixing good news stories with practical ones and sponsored community websites to facilitate and encourage volunteering.Live TV interviews with Suncorp spokespeople on morning news shows and outside broadcasts were organised to position Suncorp as the industry spokesperson when most insurance companies were keeping a low profile.

Suncorp brand consideration (Home Insurance) lifted from 39% in January 2011 to 53% by April 2011. Our Nett Promoter Score rocketed, from 14% to 29%; our main competitor dropped to -13%.The online conversation regarding insurance changed significantly. Post-flood, car, caravan and fishing forums educated members on the intricacies of insurance policies, with Suncorp being discussed in a positive light by 40% of this online community.And when the water finally subsided, Suncorp’s Home Insurance policy sales increased by 81%.Proof that doing the right thing in a crisis can lead to commercial success.

Good guys can finish first.