A new Suncorp activation called ‘The Drive’, created in harness with agency Leo Burnett, reinforces the brand’s commitment to Netball Australia in particular and women’s sport in general.
Launched on 28 April, the spearhead spot is called ‘The Drive’ and the a 90-second film ran across Australian TV and brand and rights owner online platforms.
It tells the brand’s netball and women’s sport story through the lens of one family’s commitment to their daughter and her journey to the elite level of netball.
The hero film is supported by netball broadcast integration on Channel Nine and a multi-channel campaign.
“Netball has the most emotionally engaged fan base in Australia,” said Suncorp Executive General Manager of Brand and Marketing Mim Haysom. “As a brand known for taking action and championing girls’ confidence through sport participation, we wanted to harness this connection through relatable storytelling that demonstrates the Suncorp Spirit.”
Leo Burnett Executive Creative Director Andy Fergusson added: “This story was inspired by netball player Lara Dunkley, whose parents clocked up over 2,000km a week driving back and forth to training and games. It’s a level of dedication that sounds extreme on paper but is also universally understood by parents who support their kids at the courts, fields, and pitches of Australia every weekend. It’s also the same level of support that Suncorp has shown netball itself.”
The campaign was briefed by and created for Suncorp’s Australia marketing team which included Executive General Manager of Brand & Marketing Mim Haysom, Group Head Of Mass Brands & Sponsorship Rapthi Thanapalasingam, Manager Of Group Sponsorships Jenny Hutchison, Sponsorship Lead Gabrielle Emmett, Sponsorship Specialist Lisa Rees and Suncorp Group Brand Manager Kirsten Wiskar.
The work was conceived and created by a team at creative agency Leo Burnett Australia which included Chief Creative Officer Jason Williams, Executive Creative Director Andrew Fergusson, Creative Directors Nigel Clark and Adrian Ely, with Head of Strategy Graham Alvarez-Jarratt, Planning Director Alexandra Nel, Chief Client Partner Amanda Wheeler, Group Business Director Grace Vizor, Senior Business Manager Charles Todhunter, Business Executive Sidonie Young, Head of Production Adrian Jung, Integrated Producer Lauren McMahon and Multimedia Studio Manager Dan Crozier.
The production company was GoodOil with Director Curtis Hill, Executive Producer Juliet Bishop, Producer Tracey-Lee Permall and post-production was handed by ARC, with sound and music from SongZu, still production from Infinity Squared and the media agency was OMD.
Comment:
Suncorp has been the principal partner of Netball Australia since 2017 and its commitment to the sport over that five year period has extended from a grass roots entry program called ‘Suncorp Net-Set-Go’ to the title sponsorship of the elite professional ‘Suncorp Super Netball’ league as well as of the Australian Diamonds national team.
This partnership also extends off the court too as it includes the ‘Team Girls’ program: an initiative designed to build girls’ confidence and resilience in life by encouraging them to stay in sports (targeting the precise period during which so many girls drop out of regular sport).
This campaign follows on from Suncorp’s ‘Team Girls’ Netball Australia rallying call campaign back in May 2019.
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