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To help combat low brand awareness (4%) with their progressive/SME audience, CGU commissioned a national research piece surveying Australians questions related to Ambition (“The Ambition Index”).
This research revealed a couple of key headlines:
“We say we’re ambitious but we’re not taking action”
“A culture of fear and Tall Poppy Syndrome is holding us back”

To help achieve CGU’s objective in generating measurable brand uplift, we directly leveraged the insights to start a national conversion around ambition with our audience.
Through a strategic three phased approach (INFORM; INSPIRE; ENABLE) we brought the campaign to life by by directly incentivising Australian’s to share and BACK their personal or professional ambitions. Across the period, we gave away $145,000 worth of grants to enable the best registered ambitions with an SME skew, whilst leveraging our entire ecosystem to deliver mass reach and engaging content.

With a storyarche embedded in rich audience insight coupled with our expertise in branded content and campaign optimisation, we delivered unprecedented digital results:
5.2 million impressions across all assets
35,952 clicks to the CGU Ambition Hub and CGU Branded Nova Page
42,784 page views across CGU branded Nova articles and Win Pages
772,657 video views across social and interscroller
136,601 video views to completion across social and interscrollers
2,501 opt ins (60% skew to their target SME audience)
Social CTR 54% above industry benchmarks across the campaign
Interscroller engagement rate 93% above Nova average