New campaign to celebrate QBE’s long-standing sports sponsorships

Posted on 27/03/2017 under Advertising & Branding, Digital & Social Media, News

To coincide with the opening round of the 2017 AFL season, The Core Agency has created a new integrated campaign for QBE, celebrating the insurer’s long-standing association with Australian sport.

The campaign is built on the insight that just like sport, life can be unpredictable and reinforces the need for protection for the unexpected.. The campaign creative continues to use the premium animation style QBE has become known for, highlighting the brand’s 100% commitment to helping its customers.

The creative highlights QBE’s long-standing sponsorships of the Sydney Swans AFL, NSW Swifts netball, and Perth Glory A-League football teams.

With some of the original QBE animated characters returning, the spots use a bouncing football as a creative device to create havoc amongst sporting fans, and features the iconic nineties track ‘Jump Around’ by House of Pain.

The lead 30-second spot is set at a Sydney Swans home game, while a second spot shows the unpredictable AFL ball also bouncing through a NSW Swifts and Perth Glory game.

The Core Agency has been working with QBE since 2015, with their animated campaigns from production company Mighty Nice helping to differentiate Australia’s largest global insurer in  a highly competitive market.

Christian Finucane, founder and creative partner at The Core Agency said: “QBE has been a committed sponsor to many Australian sports teams for decades. Our new campaign leverages these long-standing partnerships, while reminding people of the unpredictability for life and the need to have protection for life’s unexpected events.”

QBE’s executive general manager, marketing, Bettina Pidcock added: “This latest campaign continues to drive QBE brand awareness in the highly competitive direct insurance category. It goes a long way to better integrate our advertising, sponsorship and digital activity.”

The campaign launched at the weekend’s Sydney Swans home game, and will rollout from April.

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