Apia reaffirms its position in the over 50s market

8 May 2019

Creative Agency: Leo Burnett Sydney

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Leo Burnett Sydney has worked with Suncorp brand Apia to create a new national brand campaign 'Get Set. Go'.

Suncorp brand Apia has worked with Leo Burnett Sydney to launch a national brand campaign Get Set. Go.

The new platform focuses on the growing and diverse audience in the competitive over 50s insurance sector with aim to reaffirm Apia's position in the market.

"At Apia, we’re renowned as experts in the over 50s life stage," Suncorp excutive marketing manager, marketing insurance, Mark Behr says.

"As such, we know our customers like the peace of mind insurance offers, but they’ve got other things they’d rather be thinking about, like living full and interesting lives. That’s why we offer tailored cover, specialist service, advice and tips to help them get set up, so they can go and enjoy the good life."

The campaign works on two levels: Get Set represents benefits that Apia delivers and Go speaks to a more emotional promise inspiring over 50s to embrace opportunities and experiences.

"We wanted to create a platform idea that speaks to the unique mindset of the over 50 audience," Leo Burnett Australia chief creative officer Jason Williams says.

"These customers aren’t slowing down; they’re excited about the next chapter of their lives and want to embrace new possibilities."

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