QBE Kicks Off AFL Season With New TVC To Mark Sydney Swans Spnsorship

QBE Kicks Off AFL Season With New TVC To Mark Sydney Swans Spnsorship

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

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