Developed using insights from across the organisation, the new brand platform conveys that QBE does more than just offer insurance.
Independent creative agency The Core Agency has created a new brand platform for QBE Australia Pacific (AUSPAC).
Now in their seventh year of partnership, the agency has expanded upon its previous consumer work to create a new core idea to be used across all areas of the QBE AUSPAC business.
The new direction is being progressively rolled out across home and vehicle, business insurance, speciality products and people risk.
Developed using insights from across the organisation, the new Before & After brand platform conveys that QBE does more than just offer insurance.
It gives people the confidence to achieve their ambitions by being there for them - Before & After, and everything in between. QBE sees insurance as not just a transaction, but an enduring partnership.
“As a longstanding partner of QBE ourselves, we are super happy to launch the new Before & After brand platform," The Core Agency founder and creative partner Christian Finucane says.
"They genuinely value enduring partnerships, and the new work shows how that translates into ease and reassurance for their customers.”
The new brand platform, visual identity, plus brand and product advertising campaigns will be rolled out progressively across the QBE AUSPAC region.
First to leverage the new brand platform is an integrated campaign for the brand’s home and car insurance products in Australia.
The work features TVCs, digital, OOH, radio and social.
The creative reinforces QBE’s strength in being there for its customers through every step of the insurance process.
The ads communicate how easy it is with QBE to get a quote before you buy and to claim after.
“We’re incredibly excited to launch our new brand platform, Before & After, which perfectly captures the essence of our customer ambition," QBE AUSPAC chief marketing officer Sara Foale says.
"We don’t simply offer insurance, we’re all about being there before and after – helping our customers to protect and prevent against the ‘what ifs’ and being there to support if anything goes wrong.”
The agency’s client list includes IGA Supermarkets, QBE Insurance, PwC, Just Better Care, Evergreen Garden Care, EASYFLOWERS, Doctors on Demand and Elders Insurance.
Client: QBE Insurance
Chief Marketing Officer: Sara Foale
Head of Marketing: David Hirsch
Marketing Partner: Rob Jones
Agency: The Core Agency
Founder & Creative Partner: Christian Finucane
Founder & Creative Partner: Jon Skinner
Senior Copywriter: Kevin Macnamara
Senior Art Director: Simone Parravicini
Strategy Director: Andrew McCowan
Business Director: Rebecca Turner
Account Director: Joseph Rosslind
Senior Designer: Nick Williams
Designer: Sophie Adams
Agency Producer: Monique Pardavi
Production Company: Plaza Content
Director: Paul Middleditch
Executive Producer: Pete Masterton
Editor: Peter Barton / The Editors
Post Production: Blockhead VFX
Sound Design: Song Zu
Stills Photographer: Steve Greenaway