The latest CGU advertising campaign demonstrates the power and reach of new media, Senior Brand Manager Julia Nelson says.

The campaign features the owner of an oyster farm whose property was destroyed in Tasmania’s Dunalley bushfires in January last year.

CGU featured the owner and his broker in a campaign than ran for 12 weeks across television, search, digital, social media and radio.

A YouTube video has received over 60,000 hits, and Ms Nelson says all online video received more than 450,000 views.

She attributes the campaign’s success to “the strength of the story, its drama and emotion plus the beautiful setting of Boomer Bay”.

“We know people spend a lot of time on multiple screens throughout the day, so we ensured our campaign featured in multiple formats,” she told insuranceNEWS.com.au.

CGU’s sponsorship of Collingwood Football Club “gave us fantastic audience reach”, with a television advertisement aired during the Anzac Day match being seen by an estimated 1.6 million people.