PetSure’s GapOnly® Campaign Launches with Love Media’s Expert Media Strategy

PetSure, Australia’s only general insurer dedicated solely to pets, has launched a new campaign developed in collaboration with Love Media, a leading media strategy and consulting agency. The campaign aims to raise awareness about the benefits of pet insurance and PetSure’s innovative GapOnly® claims processing system, which allows pet parents to manage rising healthcare costs for their furry family members.

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Highlighting the Value of Pet Insurance Through an Integrated Media Strategy

With just 8% of Australian pet owners holding pet health insurance, PetSure and Love Media crafted an emotion-driven marketing approach to connect with pet parents on an emotional level. The campaign was designed to not only increase brand awareness but also shift perceptions around pet insurance by demonstrating the value of having financial protection for unexpected health emergencies.

Innovative Media Campaign Management for GapOnly®

PetSure’s new GapOnly® campaign features a cross-channel media strategy developed by Love Media’s experienced team. By leveraging high-impact digital out of home (OOH) placements, video channels, and digital display ads, the campaign maximises brand engagement across all digital touch points. This integrated approach ensures that the campaign captures attention and drives meaningful engagement with pet owners.

Utilising Data-Driven Media Strategy to Inform Pet Owners

To support the campaign’s effectiveness, Love Media incorporated data-driven media strategy principles to identify the most effective channels for reaching pet owners. High-performing placements, coupled with contextual digital display ads, have been carefully selected to target key audiences based on pet ownership patterns and demographics. The strategy also includes a robust presence on the new GapOnly® comparison site, helping pet parents explore up to 33 comprehensive products across 15 PetSure-administered insurance brands.

Building Lasting Connections with Human-Centric Media Strategy

The campaign’s creative and strategic direction focuses on building emotional connections and educating pet owners on the benefits of GapOnly®’s real-time claims processing. By reducing out-of-pocket expenses and simplifying the claims experience, GapOnly® ensures that pets receive timely care without placing a financial strain on their owners. The campaign also highlights how increased uptake of pet insurance could lead to fewer cases of economic euthanasia, better pet health outcomes, and less stress for veterinarians.

Jenny Williams, Chief Marketing Officer at PetSure, shared the campaign’s vision:
“Despite rising living costs, pets deserve healthcare. We hope this campaign, developed with Love Media’s media planning and buying expertise, encourages more Aussies to consider pet insurance and protect their pets’ health.”

Driving Campaign Effectiveness with Strategic Media Planning

With PetSure’s campaign, Love Media once again demonstrates its capability in media planning and buying, showcasing how a well-rounded, integrated media solution can drive meaningful results. As PetSure continues to invest in campaigns that promote the wellbeing of pets across Australia, Love Media remains a strategic partner, helping to navigate the complex media landscape and deliver campaigns that leave a lasting impact.

Creating a Better Future for Pet Healthcare in Australia

Through an emotion-driven marketing approach, backed by audience insights and analytics, Love Media has helped PetSure develop a campaign that not only increases brand engagement but also fosters positive change within the pet health sector. With a focus on creating meaningful connections and providing value to pet owners, the GapOnly® campaign is set to elevate awareness and adoption of pet insurance across the country.

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