TorchMedia is shining a light on GIO’s Taronga Zoo partnership, celebrating this recent successful campaign across our Sydney Ferries network.
The Challenge:
GIO wanted to amplify its partnership with Taronga Zoo by giving its “Great Insurance, Obviously” brand platform a distinctive Aussie wildlife twist.
The campaign objective was to:
- Build awareness of the partnership in a high‑traffic, high‑visibility environment.
- Engage families and commuters travelling to and from Taronga Zoo.
- Create an immersive brand moment that connected GIO’s insurance message with Taronga’s conservation story.
The Solution
With thousands of daily passengers moving through Circular Quay and on the Sydney Ferries, TorchMedia recommended a multi‑format solution capable of dominating the space and delivering memorable, high‑frequency exposure.
With strategic placement at Circular Quay Wharf, the primary departure point for Taronga Zoo, this combination of formats ensured a full-journey creative approach for GIO.
The Execution
The campaign delivered a seamless, end‑to‑end brand experience with continuous visibility across peak commuter and tourist periods. Formats included:
- Vessel Domination: transforming the ferry into a moving brand showcase.
- Wharf Wall Media: featuring high-impact wildlife‑themed creative that highlighted GIO’s partnership with Taronga.
- Wharf Floor Media: with immersive 3D effects bringing animals “to life” and stopping commuters in their tracks.
The creative leveraged 3D illusions and playful wildlife imagery, reinforcing the partnership and delighting families and visitors heading to the zoo.
The Result
The campaign resulted in a cohesive brand journey for GIO, capturing attention from the moment passengers arrived at the wharf, through boarding, and across their harbour journey. There was a 14% uplift in brand awareness of the GIO + Taronga Zoo partnership over the campaign period (Source: Client Brand Tracking).
Hear what the client had to say:
“The Sydney Ferries campaign brought our Taronga partnership to life in a way that was impossible to miss. The immersive wharf and vessel creative delivered outstanding visibility and helped strengthen our brand connection with families and visitors heading to the zoo.”
Mark Condon, GIO Marketing Manager
Campaign Credits:
Media: WPP Media OpenEra
Creative: Leo Australia
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