CGU Insurance has launched a digital and social media marketing campaign, called "Bust a move with Gary".
The campaign, created by SapientNitro, builds on the success of the 2009 "Give yourself a rap" consumer competition and its corresponding TV campaign, which was spearheaded by Gary the bricklayer rapping about his profession.
The centrepiece of the new campaign is a microsite www.bustamovewithgary.com.au.
Consumers are asked to film and upload themselves doing a dance move inspired by their occupation.
The campaign also uses external social media sites, additional online advertising, radio and promotional footage to be shown at Melbourne AFL games.