To avoid 100% disaster, look to QBE

13 March 2015

Creative Agency: Core

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QBE's new campaign uses animation and exaggerated scenarios to reinforce its new '100% commitment' positioning.

The campaign is the first for QBE by newly appointed independent agency Core, which won the business in late 2014.

It uses animation to show exaggerated scenarios that consumers could one day potentially encounter, as part of its new '100% commitment' positioning and to give it cut through in a highly cluttered market.

Core creative partner Christian Finucane said: "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."

QBE Australia executive GM repsonible for marketing Jenny Boddington said: "We're excited to be launching this new campaign that has QBE's 100% commitment to helping our customers at heart. Core has done an excellent job creating a campaign that will help to position us as a differentiated option for consumers in highly engaging and memorable way."

It launches on Sunday 15 March and uses TV, OOH, radio and digital.

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