Elders Insurance targets SMEs

9 July 2020

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The new campaign was created by The Core Agency.

Sydney-based independent creative agency, The Core Agency, has created a new integrated campaign for their client, Elders Insurance, targeting SME business owners. The insurer is part of QBE Group’s stable of brands.

Elders Insurance is one of Australia’s largest regional and rural insurance providers, with over 100 years of experience.

The Elders Insurance model is different to most traditional insurers in that it has owner-agents who live and work in their local communities. Its products include business insurance, farm insurance, personal insurance, plus fleet and commercial motor insurance.

With its offices owned and operated by their local agents, the duration of many ongoing customer relationships is in the decades – the brand’s customer retention rate remains strong in a category more known for churn.

The new work builds on the Elders Insurance ‘Our way never gets old’ Core Idea, created by the agency after it was awarded the account in early 2018.

The campaign is timely in that it provides consumers reassurance and familiarity during the current period of general uncertainty.

“The longstanding customer partnerships held by Elders Insurance Agents is evidence of their extraordinary customer service," The Core Agency founder and creative partner Jon Skinner says.

"Our latest work reassures business owners that whatever life throws at them, their local Elders Insurance agent will be there for them.”

The new campaign includes 30-second and 15-second TVCs, digital and social executions and, like the previous campaign, features real Elders Insurance agents in the stories.

“There is no better expression of customer satisfaction than the tenure of their relationship with a brand," QBE chief marketing officer Sara Foale says.

"Our new campaign captures that truth in a fun way that communicates the Elders Insurance customer service difference.”

The Core Agency’s client list includes IGA Supermarkets, QBE Insurance, PwC, Just Better Care, Key Pharmaceuticals, Evergreen Garden Care, Elders Insurance and Beem it.

Client: Elders Insurance / QBE Group
Chief Marketing Officer: Sara Foale
Head of Marketing: David Hirsch
Marketing Manager: Yasi Phillips

Agency: The Core Agency
Creative Partner: Jon Skinner
Creative Partner: Christian Finucane
Senior Copywriter: Kevin Macnamara
Senior Art Director: Simone Parravicini
Strategy Director: Andrew McCowan
Business Director: Rebecca Turner
Senior Account Manager: Joseph Rosslind
TV Producer: Bill Doig

Production Company: The Directors Group
Director / Editor: Hamish MacGregor
Producer: Craig Griffin
DP: Marcus Cropp
Art Director: Nikki Barba
PM/Locations: George Rubanov
Post Production: Edel, Felicity and Clare at Mr Fox
Audio & Music: Smith & Western
Stills Photographer: Nicole Reed

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