SYDNEY: Australian insurance brand CGU discovered the true power of migrant stories when it pivoted toward a direct-to-consumer model, according to a senior marketing executive at the brand.

In 2017, CGU made the decision to cut out the middleman and go direct to the consumer. Research by the brand discovered that one-third of the country’s small businesses were owned by migrants – around 620,000 in total – and those businesses employ 1.4 million Australians.

Surprisingly, 83% of migrants didn’t own a business prior to coming to Australia and 51% have a tertiary education. Furthermore, 23% of migrant business owners started their business on the basis of an innovative idea and 37% are delivering unique goods or services to the community. 

“We found that they’re incredibly hard working,” Kate Wellard, marketing director for CGU, told Mumbrella’s Finance Marketing Summit in Sydney recently. (For more on how CGU used cultural insights, click here: CGU Insurance embraces Australia’s multicultural community.)

“They’ve had to overcome significant challenges with determination, grit and passion. They’re creating jobs and they’re employing our youth and other migrants. They’re also giving back to our community in spades.”

A campaign ad featuring a refugee who owned his own successful business was the perfect platform for CGU’s re-launch. The campaign was launched on Australia Day and the small business focus reflected the company’s roots.

“We need to tell stories and we need to launch marketing campaigns like this to change people’s views and the way that they act around important cultural issues,” Wellard stated.

“But I also believe it’s really important that these campaigns deliver results,” she added. “And I’m proud to say that it absolutely did” – although it also attracted the inevitable haters.

Off the back of the campaign, CGU received a 42% increase in brand recognition as sales opportunities increased by 175%.

“It was a bold move for us,” Wellard admitted. “It could have been lost in all the noise and clutter, but the bold message absolutely shone through.”

Sourced from WARC