One of Australia’s largest regional and rural insurance providers, Elders Insurance, has launched a major new integrated brand campaign.
The work has been developed by The Core Agency, following its appointment to the account in January.
The ‘Our way never gets old’ campaign leverages the brand’s strong reputation as a reliable and customer-focused insurance provider.
The campaign will help drive brand awareness amongst the target audience and work in parallel with the business’ plans to expand its current footprint of over 150 locations into metropolitan areas.
The integrated campaign includes TV executions, press, digital, social, in-branch collateral, and website integration.
Christian Finucane, founder and creative partner at The Core Agency, said: “Many brands like to think they are customer-centric, but Elders Insurance is the real deal.
“The more we learned about the trusted relationships their agents have with their customers, the more we knew we should build the campaign around them. Every one of their agents is a brand ambassador.”
Bettina Pidcock, chief customer officer at QBE Insurance Group, said: “Elders Insurance is a brand with a long legacy of providing local knowledge, hands-on personal support to clients and a commitment to local communities.
“By utilising our own people and including humour in the campaign, we hope to share why great customer service never goes out of fashion.”
Client: Elders Insurance, QBE Insurance Group
Chief customer officer: Bettina Pidcock
Head of B2B marketing and strategic sales: John Kilkenny
Marketing manager: Yasi Phillips
Creative agency: The Core Agency
Founders and creative partners: Christian Finucane and Jon Skinner
Director of strategy: Simon Rich
Senior art director: Simone Parravicini
Senior copywriters: Dave Glen and Kevin Macnamara
Senior account director: Rebecca Scott
Senior account manager: Joseph Rosslind
Senior producer: Bill Doig
Producer: Apple Stuart
Production company: Eight
Director: Eddy Bell
Executive producer: Lib Kelly
Director of photography: James Brown
Editor: Ben Zemanek, Looper Films
Post-production: White Chocolate
Audio post-production and music: Smith & Western