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
B2B marketers could learn a thing or two from their B2C colleagues, argues WP Engine VP APAC sales Mark Randall in this guest post. It surprises me how many B2B organisations are not quite hitting the mark when it comes to reaching their audience. When talking directly to businesses, many brands are missing an opportunity […]
The majority of adverts uploaded to Facebook aren’t created for Facebook as its priority. This is causing huge inefficiencies and poor performance for brands, many of whom are facing up to shrinking budgets. Tom Phillips (main photo) managing director at Connecting Plots shares lessons from 12 campaigns they optimised for auto brands… It’s no secret […]
On Wednesday, 21 October 2020, the PR industry was bolstered by the launch of the Public Relations Institute of Australia’s (PRIA) first University Mentoring Program in New South Wales, adapting the traditional face-to-face program to a virtual format for the first time. In collaboration with the University of Technology Sydney (UTS), the PRIA NSW Young […]
JCDecaux has developed a dynamic digital campaign with live timetable data where commuters can access their money from MyPayNow while waiting for the bus. In an exclusive nationwide Out-Of-Home campaign, JCDecaux’s SMARTFRAME digital assets are broadcasting bus arrival times, letting commuters know how far away their next bus is – and just how easy it […]
Rokt has today announced an investment of US$80M. The capital will help accelerate research & development and support the expansion of its client base into new verticals and geographies as Rokt continues to make e-commerce smarter, faster, and better. The funding round was led by Rokt’s largest institutional shareholder TDM Growth Partners , and supported […]
PayPal Australia and Buy From The Bush have joined forces to launch a new online marketplace to showcase rural Australian small businesses in time for Christmas. The expanded partnership aims to build stronger connections between bush businesses and Australians in cities and suburbs across the country. The new Buy From The Bush Marketplace is an […]