Opportunity

Discounting is common in the insurance category to drive acquisition, but can lead to low value and high-churn customers. In line with its brand and products, QBE wanted to communicate its superior customer service to get a quote across phone and online channels.

The Core Idea

We leveraged the brand’s ongoing animated campaign with the famous Blondie song ‘Call me’ to create a mini 80 pop music video with updated lyrics, ‘Call me or click!’ The campaign introduced two new animated characters, Penny and Carl, to demonstrate the QBE’s passion for customer service across the phone and online channels. The campaign included TVC, radio, outdoor, social, mobile and Pandora integration.

Results

The sales results prove the ongoing consumer affinity for the QBE animated ‘100% Commitment’ brand campaign. Coupled with the instant cut-through and universal appeal of the Blondie track the campaign, the campaign delivered above GWP targets and continues to drive brand consideration.

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