ABN Rescue

CGU INSURANCE - INTEGRATED CAMPAIGN

In 2018, over 400 thousand Australian businesses were deregistered, which for CGU Insurance, Australia’s leading business insurer, was an existential threat. So, they set out to resurrect Australia’s lost ambition.

“ABN Rescue” centred on the epic rescue of Domuts, a real small business at risk of going to the dogs which we discovered through the national ABN database. To help inspire Australians everywhere to follow their ambition, we brought Domuts back to life with all of the resources of a big budget marketing campaign. We gave the business a total rebrand, complete with new products and flavours; we even aired a big budget commercial during Australia’s answer to the Superbowl; the AFL Grand Final. Other campaign assets told the story of ABN Rescue, inspiring Australians everywhere to follow their business dreams and boosted CGU’s insurance policies by 29.5%.