Last year 424,144 Australian Businesses Numbers (ABNs) died. CGU Insurance has long backed ambitious Australians. To reverse this alarming fact, we set out to rescue Australia’s ambition with a campaign called “ABN Rescue”. Our integrated campaign centred on the epic rescue of a cancelled ABN: DOMUTS: Donuts for Dogs. CGU brought them back from the dead with a total rebrand, delicious flavours and a crazy, big ad during Australia’s most watched AFL game of the year. It inspired all Australians to follow their business dreams and boosted insurance policy sales by 29.5%.
Phase 1: Stimulating a conversation around Australia’s lost ambition.
We began by blanketing cities with provocative OOH featuring the shocking statistics around the huge number of ABNs that got cancelled last year — putting Australia’s lost ambition on the national agenda. We then created an invitation to ambitious Australians by taking over empty shopfronts and reframing them from symbols of failure into beacons of opportunity.
Phase 2: The Epic Rescue of ‘DOMUTS: Donuts For Dogs’
After a nationwide search, we found a business that didn’t deserve to die and rescued an ABN for real. DOMUTS: Donuts for dogs was the brainchild of 14 year old Marcus and his mum Thea. But it had failed to get off the ground, so we gave them delicious new flavours, a total rebrand and an ad in the AFL Grand Final.
Phase 3: Rescuing more ABNs
To help more businesses follow their own ambition we created a targeted content series that showed the ‘DOMUTS’ rescue step by step. We also built a digital tool called the “AMBITION EXPLORER” — which analysed millions of ABN data points to show a user which local industries were booming and where opportunities lay. Finally, we announced 3 Ambition Grants for more ambitious Aussies. From 400+ applications, we selected 3 incredible ABNs, and they’re now following in DOMUTS’ footsteps.