Independent advertising agency Core has released its first major campaign for insurer QBE Australia after winning the business following a pitch in late 2014.
Core was tasked with growing QBE’s presence in the competitive insurance category.
The Sydney-based agency has created an integrated campaign using animation and humour to achieve cut through in the highly cluttered market by exaggerating scenarios that consumers could one day potentially encounter, thereby reinforcing QBE’s new ‘100% commitment’ positioning.
The campaign launches on Sunday 15 March and uses TV, out-of-home, radio, and digital.
Christian Finucane, creative partner at Core said: “Brands need to standout from the pack when it comes to insurance advertising and this campaign delivers differentiation compared to the other work in this category. This was the idea that was presented during the pitch and we’re delighted to see that QBE has brought it to life.”
Jenny Boddington, executive general manager responsible for marketing at QBE Australia, said: “We’re excited to be launching this new campaign that has QBE’s 100% commitment to helping our customers at its heart. Core has done an excellent job in creating a campaign that will help to position us as a differentiated option for consumers in a highly engaging and memorable way.”