Overview of this campaign
It should be noted that in Australia, the media journalists are invited to a budget “lock-up” for the day of, prior to the evening parliament sitting. In this lock-up, journalists are provided a copy of the budget for review so that when it is announced live in the evening, they have a thorough understanding of its contents. During this “lockup”, the media have no access to phones or internet during this lock up to avoid leaks. Commercial content journalists have not previously been given access.
The objective of the campaign was to reinforce Suncorp’s new brand proposition to SBOs by alleviating the customer pain point that is changing government legislation in regards to small business. In Suncorp’s words: “We enable financial wellbeing for SBOs by simplifying changing government regulations”
Results for this campaign
To help Suncorp reinforce their brand amongst SBOs, News Corp developed a solution that would seamlessly integrate Suncorp into News Corp’s federal budget coverage, giving them ownership over the content and differentiate the brand by taking a leadership position with regards to new legislation passed down.
At the core of the solution: a media-first execution where News Corp journalists produced long form and video content launched during live coverage on behalf of Suncorp from the Budget Lock Up as the budget was being passed down in Parliament. The Facebook live budget stream was broadcast through Suncorp’s Facebook page, helping to make sense of the budget and the implications it will have on small business. News Corp supported the live feed with native articles written from the budget lockup in real time, plus recorded video distributed across the news network. All this was done to give business owners the most accurate and up to date information on budget night.
To reinforce the campaign, News Corp ran pre and post budget coverage. Both consisted of a 5 part commissioned content series that blended the brand and editorial voice:
- Pre budget series was designed to educate small businesses on potential implications of the federal budget and pre-promoting the live coverage. The balance of editorial vs brand voice for this native content was skewed to “editorial” to establish an authoritative voice.
- Post budget series analysed all the information and what it now means to small business with Suncorp aligning to alleviating business owners’ pain points. This content skewed towards “brand” to drive a leadership position for Suncorp.
To give Suncorp maximum presence across the News Corp network, and drive home its brand position to small businesses, News Corp ran supporting native and pure editorial coverage leading into, over and after the budget announcements, including articles, a bespoke interactive budget tool kit for small business and social posts to deliver across multiple touch points.