QBE Australia enforces new ‘100% commitment’ positioning in latest integrated campaign via Core

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.

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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.

Says Christian Finucane, creative partner, Core: “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.”

Says Jenny Boddington, executive general manager responsible for marketing at QBE Australia: “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.”

The campaign comes as Core experiences significant growth. In addition to winning the QBE business it was also awarded the digital and brand creative for cosmetic brand Ella Baché towards the end of 2014 and had its existing relationship with Victa renewed after a creative pitch. In the past month the agency has also moved into larger offices in Sydney’s Surry Hills.

Advertising Agency: Core

Media Agency: Carat