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 per cent commitment to helping its customers, as well as its longstanding sponsorship of the Sydney Swans (AFL), NSW Swifts (netball) and Perth Glory (A-League, soccer).
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 its 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 Sydney Swans’ home game last weekend, and will roll out from April.
Client (QBE Insurance)
Executive general manager of marketing: Bettina Pidcock
Senior marketing manager (consumer): Gabby Tyler
Team leader (B2C): Rob Jones
Creative (The Core Agency)
Creative partners and founders: Christian Finucane and Jon Skinner
Senior art director: Simone Parravicini
Senior copywriter: Dave Glen
Production director: Deepali Dabral
Strategy director: Simon Rich
Account director: Rebecca Scott
Account manager: Joseph Rosslind
Production (Mighty Nice)
Directors: Darren Price and Alex Grigg
Senior producer: Tina Braham
Sound production: Smith and Western
The digital strength of Nine Radio’s talk stations reached new heights in September, achieving more than 11 million stream starts and more than one million podcast downloads. According to the Triton Webcast figures released by Nine today, the talk radio network recorded 11.07 million streams. As Sydney and Melbourne emerge from lockdown, listeners are turning […]
Reality TV star, influencer and unabashed over-sharer Abbie Chatfield has signed with SCA to bring her hugely popular and fiercely candid podcast, It’s A Lot to Australia’s biggest audio content creator – LiSTNR. Chatfield’s never been afraid to call out bad behaviour or tell it like it is. And that’s just what people love about […]
CM Group, a portfolio of martech companies focused on multichannel digital marketing, today announced its merger with Cheetah Digital under the CM Group name. The merger expands and enhances both CM Group’s and Cheetah Digital’s ability to deliver innovative email, omnichannel, personalization, and loyalty solutions. The combined company will own a broad array of technologies […]
Independent ad tech platform Smart has announced a new partnership with connected TV (CTV) ad platform Publica to accelerate its growth ambitions. The integration is a major step in Smart’s commitment to building a scaled, vertically-integrated TV advertising platform for media buyers and sellers following its recent acquisition of global premium CTV demand-side platform (DSP) […]
Following the successful launch of entertainment streaming service BINGE, independent full-service agency The Hallway has further extended its partnership with Streamotion, developing the name and brand identity for Foxtel’s Group’s news streaming service, Flash. Flash is a first of its kind dedicated live news streaming service, featuring more than 20 local and global live news […]
Independent creative agency Edge has launched Nevro’s first local campaign, “I am not my pain”. Nevro is a medical technology company offering innovative solutions to chronic pain. Their HFX therapy has been available in Australia since 2011 and is a form of spinal cord stimulation (SCS), where an electrical device is implanted surgically near the […]
Pinterest has introduced a new suite of creator and Pinner products and experiences globally, as the platform continues to evolve to become home for the next generation of creators. At its second annual Pinterest Creators Festival, featuring Megan Thee Stallion and Storm Reid. Pinterest creators Kerin Rose Gold, Wendy’s World, Henri Purnell, Carolina Gelen and […]
New data from Hootsuite and We Are Social reveals that as of June, social media user numbers have jumped by 13 per cent since the same time last year, with the latest data showing an increase of more than half a billion users in just 12 months. The Digital 2021: July Global Statshot report revealed key findings […]
Producers Rodney Rigby and Junkyard Dog Productions have announced that the worldwide smash hit, Tony and Olivier award-winning musical COME FROM AWAY, has reopened at the Capitol Theatre in Sydney. The pandemic led to all theatre shows closing curtains in Sydney, however, with vaccinations rates soaring and restrictions easing, the theatre is back and Sydney […]
Former PMs, high-ranking politicians and climate experts blow the whistle on how Australia became an international climate change pariah in the new Guardian Australia podcast series, Australia v the climate. Guardian Australia will release a special investigative podcast series ahead of the Cop26 global climate summit, scrutinising Australia’s role in the climate crisis over more […]