CHALLENGE: In Australian culture we have a phenomenon called ‘Tall Poppy Syndrome’, where ambitious people are verbally or emotionally cut down. Basically, nobody is meant to be better than others, nobody is allowed to stand out. This is bad news for ambitious business owners, and even worse for the brokers who help insure them. CGU Insurance, Australia’s leading insurer for small businesses, set out to change the nation’s view of ‘Tall Poppy Syndrome’ by creating an integrated insurance campaign like no other.
IDEA: To change Australia’s attitude towards ambition and draw attention to the issue, we developed the idea of ‘Tall Poppy’, a not-so-little girl who is ambition personified. Poppy faces the same challenges as our small business owners, misunderstood and bullied by those around her, but like our small business owners, she won’t be cut down and her ambition prevails. The ambitious nature of this approach was designed to spark the conversation directly with small business owners and brokers on what it means to be a
‘Tall Poppy’ giving small business owners the confidence to stand tall.
Results: Since launch in February, the campaign has achieved 3.76% increase in sales above the predicted forecast with a notable increase of 5.69%
in March sales compared to SPLY. Within 2 weeks secured over 61 pieces of coverage leading to 230k views of the film and counting.
