PR > Excellence: PR Craft

ONE HOUSE TO SAVE MANY

LEO BURNETT, Sydney / SUNCORP GROUP / 2022

Awards:

Silver Cannes Lions
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Overview

Credits

Overview

Why is this work relevant for PR?

Each year, hundreds of thousands of Australian homes are destroyed or damaged

by extreme weather. The ‘One House to Save Many’ project tapped into the national conversations about climate change, resilience and the inadequacy of current building codes.

The campaign reached 99% of the target audience, and was widely covered across every major Australian news network. Including prominent features on current affairs programs and morning shows. Even the acting Prime Minister attended as we put the design through the cyclone testing facility.

Background

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 an original idea that would form the basis of a campaign that would help make Australian’s more prepared for future storms. Create awareness about Suncorp products. And demonstrate Suncorp’s commitment to Australia’s resilience.

It was to be a fully integrated campaign, including brand and product TV, OOH, print, socia, radio and digital utility. And the primary audience was the State of Queensland, with an ideal PR reach including the rest of Australia.

Describe the creative idea

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. And with the ever-increasing effects of climate change, the problem is only getting worse.

To help solve this enormous problem, Suncorp partnered with the CSIRO (science organisation), James Cook University and Room 11 Architects to create ‘One House To Save Many’. The world’s first home designed, scientifically tested, and built to withstand cyclones, floods and bushfires.

One House is the blueprint for the future of Australian housing. Enabling Australians to live in harmony with nature, and not in fear of it.

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.

Describe the PR strategy

The insight was that building codes in Australia just aren’t adequate for the ever-increasing effects of climate change. And 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 key PR message was about repositioning Suncorp as a leader in resilience, not just insurance. ‘One House’ established Suncorp’s credibility in this space.

The primary audience was mid to high-income homeowners in storm-ravaged Queensland. With an expanded PR audience that aimed to reach all Australians, including government bodies and building companies.

The documentary provided ample assets that could be distributed across different news outlets.

Describe the PR execution

The PR outreach was multi-tiered and coincided with the launch of the campaign assets.

We targeted major Australian morning shows, mainstream news outlets, and also current affairs programs that often covered stories about storms and climate change. Every major primetime news station across Australia picked up the story, including ‘Sunrise’, ‘A Current Affair’, Ten, Nine, Seven, ABC, ‘Sky News’, ‘The Daily Telegraph’ and many more.

Due to the relevance of the story, ‘A Current Affair’ ran a new version of the story several months after airing it for the first time, in response to another storm hitting Australia.

The Documentary aired on Channel Nine multiple times. But we also ensured that there was additional content and a host of experts to provide exclusives to each news outlet.

We also targeted specific industry publications. Including; Insurance, Houzz, Real Estate Australia, Architecture and the building industry.

List the results

CAMPAIGN RESULTS:

Reached over 99% of its target audience.

20M+ earned impressions across national news outlets.

110,000+ unique website visitors.

Average dwell time of 3.7 minutes.

Documentary aired multiple times on a major broadcast network.

BUSINESS IMPACT:

As a result of the learnings from One House, Suncorp have created an industry-first product. “Build it Back Better” applies the resilience learnings from One House to every home they rebuild.

Consideration grew from 40% to 45%

8.7% increase in new business calls

24.6% increase in quotes

7.3% increase in market share

11.6% increase in new business

NPS grew from 6.4 to 14.4 - a record high

CULTURAL IMPACT:

Led by Suncorp, the Insurance Council of Australia has since launched Project Resilience - which aims to embed resilience into the National Construction Code by 2025.

The Federal Government has since announced a $600m resilience fund for new disaster mitigation programs.

Inquiries from 13 leading industry, government and research stakeholders.

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