CGU has launched a multi-million dollar advertising campaign to strengthen its positioning as an intermediary-based insurer. While retaining the annoying but catchy slogan “We put the you in CGU”, the ad does emphasise the role of the broker in the transaction.

Marketing Manager Alan Keyse says people ask “why we would advertise an indirect brand like CGU”.

“Our research shows that over 90% of ‘our’ intermediaries believe our advertising helps them sell more of our products to their customers.”

The TV campaign features two variants of a new 30-second commercial. Both deal with household, car and business insurance, and they show a broker changing to become the different domestic or business people that CGU insures – by actually stepping into their shoes.