Mim Haysom, CMO Suncorp Group, on stage at MFA EX shared how media can change consumer behaviour and deliver value beyond flogging a product.
Haysom told the room of 1,600 media people that they should ‘all be customer obsessed’ because the success of the business relies on how a brand treats its customers.
“Companies that leverage customer obsession, and think about their customers as a catalyst for creativity deliver a greater brand, and maybe more effectiveness,” Haysom said.
When new to the role of Suncorp CMO Haysom kept the brand's loyal customers at top of mind, even going so far to have coffee with a few.
Ultimately Haysom found that Suncorp’s Queensland customers needed greater resilience.
“What we see in Queensland is increasing frequency and severity of weather events,” Haysom said.
“So resilience was an obvious theme as an insurer we could lean into.”
Starting with last year's MFA Grand Prix winner One House, Suncorp partnered with its media agency OMD to help create behaviour change to make homes more resistant.
For the past three years Suncorp has created campaigns to give their customers the tools and knowledge on how to better protect themselves against the increases of severity in weather events.
For example, Suncorp created an online hub with free information on how to build and renovate more resilient homes against natural disasters.
AAMI, another insurance brand under Haysom’s portfolio, has a huge motor insurance customer base, making road safety one of the brand’s strategic pillars.
“Each year we publish the AAMI road crash index which identifies the most hazardous hotspots on Australian roads, this again is about creating behaviour change and tap into the need of customers which is road safety,” Haysom said.
And each year Haysom challenges OMD to get this research into the hands of its customers to make driving safer.
“We decided to partner with Spotify - we geo targeted people in high accident areas and sent them messages through Spotify to tell them that they were coming up to a high crash area,” Haysom said.
“We told them why it was a high crash area and how they could change their driving behaviour to be safer in that area.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.