ABN Rescue | CGU

ABN Rescue

CGU Insurance - integrated Campaign

When 424,144 Australian businesses were deregistered in 2018, CGU Insurance set out to resurrect Australia’s lost ambition. “ABN Rescue” centred on the epic rescue of Domuts: Donuts for Dogs, to inspire Australians everywhere to follow their ambition. Domuts was brought back to life with a total rebrand, delicious flavours and a crazy ad during the AFL Grand Final. Other campaign elements included a guerrilla-style activation that transformed abandoned stores into thriving businesses via projection-mapping, digital tools that let Aussies explore ambition in their area and targeted content detailing the Domuts rescue step-by-step. The campaign inspired Australians everywhere to follow their business dreams and boosted CGU’s insurance policies by 29.5%.

Have a look at the film, shot by Jeff Low, below as well as the campaign case study. The campaign was shortlisted at Cannes, D&AD and the Clios, as well as winning 2 AWARD Awards in Australia, which was nice.