Title: Resilience Road
Media: TV/OLV/Cinema/Print/OOH/Radio/Online Audio/Social/Display/Suncorp Website/On the street in Rockhampton/PR – Today Show integration/Partnerships: The Block, Grand Designs
Date Of Campaign: 25th April 2022
Background: The effects of climate change continue to make Queensland more susceptible to extreme weather, causing the cost of insurance to skyrocket. In some cases, entire towns are uninsurable. So, over the last few years, Suncorp Insurance has shifted its strategy from ‘recovery’ to ‘resilience’. Because if people make their homes stronger in the face of extreme weather, it reduces claims, displacement and trauma.In 2021 Suncorp launched ‘One House to Save Many’ - the world’s first home designed, scientifically tested, and built to withstand cyclones, floods, and bushfires. ‘Resilience Road’ is about scaling the learnings from ‘One House’ and applying them to real houses, on a vulnerable street in Queensland. The objectives of the campaign were to embed ‘resilience’ into the public discourse, to show how easy and affordable it can be to make your home more resilient, and to demonstrate that Suncorp was a leader in resilience.
Idea: Five neighbouring homes were chosen on a vulnerable street in the Central Queensland town of Rockhampton. This town was chosen because it is one of the most vulnerable towns in Queensland, susceptible to floods, cyclones and bushfires.Each house was analysed by experts, and upgraded with resilient features, so it could withstand whatever mother nature throws at it. The features were chosen based on the learnings from the previous ‘One House to Save Many’ project. Making ‘Resilience Road’ a real world scaled application of that innovation.We created a film that documented the project, alongside other content. We also created a content series, targeted to renovation lovers, that taught Australians how to build resilience into their homes. We integrated the idea of 'resilience' into Australia's biggest TV show. 'The Block' is a long-running renovation competition show that challenges couples to renovate and then sell homes for profit. This year, Suncorp incentivised them to add 'resilience' into the builds.We targeted prominent news outlets including ‘The Today Show’, which ran multiple live crosses to ‘Resilience Rd’. And we also targeted specific industry publications. Including; Grand Designs, Houzz, Real Estate Australia, Architecture and the building industry.
Results: The campaigns have sparked a national conversation around resilience: CAMPAIGN RESULTS:Reached 95% of Queenslanders in the first 4 weeks of launch. 54,000+ unique website visitors.33 million impressions.BUSINESS IMPACT:Suncorp continue to develop resilience based products to bolster the campaigns. Including the industry leading ‘Built it Back Better’ and ‘Cyclone Resilience Benefit’.Suncorp are rewarding customers for building resilience into their homes.+75% increase in home policy growth (a YOY record).Maintained leadership position in home awareness Grown consideration position to #2.+6.2% increase in new policies (Record quarter performance)CULTURAL IMPACT:The project was covered by several news outlets including multiple live crosses from ‘The Today Show’.A partnership with Australia's most popular TV show - ‘The Block’ - embedded resilience into the public discourse. The home renovation show both taught the value of resilience and rewarded participants for adding resilience to their builds. The city of Rockhampton officially co-named the street Resilience Road, with a permanent sign.Led by Suncorp, the Insurance Council of Australia has since launched Project Resilience, which aims to embed resilience into the National Construction Code by