Effies
Australia
How Making Tasmania the Healthiest Island on the Planet took St Lukes from Category Challenger to Leader
Agency
Pangea Agency
Client
St. Lukes
Awards
Silver
Brand Value
Bronze
Financial Services and Insurance
Finalist
Long-Term Effects - Services/Retail
Case Study
Summary
In 2022, St Lukes was Tasmania's 70-year-old mutual — third in its home market behind two national funds up to 50 times its scale, in a declining category. To grow as an insurer, we stopped behaving like one: instead of competing on price, we set out to make Tasmania the healthiest island on the planet. That ambition drove St Lukes to #1, grew membership in a shrinking category, lifted turnover 27.7%, pushed NPS to +54 and delivered $4.8m in gross profit - proof a regional mutual can win on belief, not price.
Case study
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Credits
| Kate Marshall | Chief Marketing Officer | St Lukes |
| Sophie Jones | Marketing Manager | St Lukes |
| Tim Dudgeon | Head of Marketing | St Lukes |
| Nathan Rogers | Author | Pangea / Very Good Strategy |
| Tim Holman | Managing Director | Pangea |
| Anthony Moss | Creative Director | Pangea |
| Belinda Eccles | Project Director | Pangea |