For two years, I was the head television buyer for the Suncorp Insurance and Banking portfolio's, and the GIO Insurance account. Currently, I am a planner on the Suncorp Insurance portfolio, working alongside the client to produce our latest campaign Queensland's "Must Have" Insurance.
Developing and driving the strategy for Subway at both a national and local market level has been nothing but a rewarding experience. In 2009, Subway launched their first ever branding campaign in Australia - "I Feel Good". We needed to get the new brand proposition into the everyday vernacular - and so we enlisted the help of television station personalities to create their own version of the "Subway Shuffle" - and encourage viewers to do the same. Through clever media placement, we spurred over 300 viewer entries - and cemented the shuffle into Australian culture.
Drinking amongst youth is an issue in many countries around the world, but in Australia, it is a way of life. Developing the strategy to start reversing this trend was an exciting concoction of media firsts and clever insights into the nuances of this group. Utilising a multi-platform approach, we delved into the personal worlds of these young people, and talked to them in a way they didn't expect. The result? They listened.