Suncorp Group: One House To Save Many
Suncorp Group challenged Leo Burnett Sydney to increase brand resilience and consideration among Australians, particularly in storm-prone Queensland. The goal was to move beyond the industry standard of disaster recovery and demonstrate a genuine commitment to prevention. They needed an integrated campaign to educate the public on storm preparedness and advocate for better building standards in the face of worsening climate change.
Creative Idea
Built a disaster-proof prototype home and open-sourced the designs to prove prevention beats recovery.
Suncorp shifted from reactive insurer to proactive protector by building the world's first disaster-resilient home, using scientific innovation to prove that prevention is possible and providing open-source blueprints to help all Australians safeguard their future.
The Three Percent Insight That Changed Federal Policy
From Forty Thousand to Six Hundred Million
The project originated from a staggering disparity in national spending: 97% of disaster funding was allocated to recovery, while only 3% went toward prevention. What began with a modest $40,000 scoping budget to test the feasibility of a "perfect" house eventually triggered a massive shift in government priorities. The campaign's advocacy was a primary catalyst for the Australian Federal Government announcing a $600 million resilience fund for disaster mitigation.
Testing the Limits of Architecture
To prove the home’s durability, production moved beyond digital simulations to brutal physical reality. Collaborating with CSIRO, James Cook University, and Room 11 Architects, the team subjected the structure to a 12-meter wide fire front at the Mogo Bushfire Burnover Facility. Director Set Free Richardson captured these trials for a 23-minute prime-time documentary on Channel Nine, featuring lead scientists as the primary talent rather than traditional celebrities.
Open Source Protection
Suncorp transformed from a "payer" to a "partner" by releasing the architectural plans as open-source blueprints. This transparency allowed any Australian to adopt the resilience features. The initiative also birthed a permanent product innovation called "Build it Back Better," a policy commitment to rebuild damaged homes with upgraded resilience standards rather than simply replacing what was lost.
Record Breaking Market Gains
The campaign achieved a 99% reach among its target audience and a 7.3% increase in market share. Beyond the 11.6% lift in new business, the brand's Net Promoter Score (NPS) more than doubled, jumping from 6.4 to a record 14.4. These metrics proved Mim Haysom’s philosophy that focusing on genuine utility, rather than chasing awards, is what ultimately drives industry-defining results.
Creative Strategy Deconstructed
Company
A major insurer with the scale and scientific partnerships to lead national conversations on disaster resilience.
Category
Insurers typically focus on 'picking up the pieces' after disasters rather than preventing the damage from happening.
Customer
Australians living in fear of extreme weather who feel trapped in a cycle of rebuilding inadequate homes.
Culture
Increasing climate anxiety and the realization that current building codes are failing to protect modern Australian communities.
Company
A major insurer with the scale and scientific partnerships to lead national conversations on disaster resilience.
Category
Insurers typically focus on 'picking up the pieces' after disasters rather than preventing the damage from happening.
Strategy:
Shift brand perception from a reactive payer to a proactive partner by solving the problem of structural vulnerability.
Customer
Australians living in fear of extreme weather who feel trapped in a cycle of rebuilding inadequate homes.
Culture
Increasing climate anxiety and the realization that current building codes are failing to protect modern Australian communities.
Strategy:
Shift brand perception from a reactive payer to a proactive partner by solving the problem of structural vulnerability.
Results
The 'One House' project achieved significant impact, including a prime-time documentary that captured nationwide attention. The initiative led to crucial conversations with stakeholders in both government and the building industry regarding current building codes and Australia's future resilience. The designs were released as open-source, allowing every Australian to learn how to build resilience into their own homes. The campaign received widespread media coverage, featured on major news outlets like Sunrise, 9 News, and A Current Affair. It also garnered recognition from prestigious organizations such as the Australian Institute of Architects, CSIRO, and the Queensland Reconstruction Authority.
134,000+
Australian homes damaged by extreme weather in 2020
97%
of disaster funding spent on recovery vs 3% on prevention
1
prime-time documentary aired nationwide
Strategy Technique
Build an Utility, Not an Ad
Suncorp addressed the insurance category's reactive nature by creating a prototype home and open-source blueprints, transforming their brand promise of resilience into a practical, life-saving tool for the community.
Explore Technique
Creative Technique
Unexpected Utility
Instead of just talking about protection, Suncorp built a physical, scientifically-tested solution that provided tangible value through open-source designs, moving beyond traditional advertising into functional utility.
Explore Technique
Craft Breakdown
The campaign's craft is exceptional due to its integration of architectural design and scientific testing into a compelling narrative that addresses a critical national issue. The collaboration between diverse experts elevates the project from a simple ad to a meaningful social initiative.
The creation of a fully functional, disaster-resilient prototype home that maintains aesthetic appeal is a remarkable feat of architectural and industrial design.
The use of advanced materials and engineering solutions, rigorously tested in scientific facilities, demonstrates a high level of technical innovation.
The 3D models and on-screen graphics effectively communicate the complex technical features of the house in an easy-to-understand way.
The narrative successfully balances emotional storytelling with factual information, creating a powerful case for the importance of resilience.
The synergy between architectural design, scientific expertise, and strategic communication turns a corporate social responsibility project into a powerful brand statement for Suncorp.
