How to drive the QBE direct insurance business in a category dominated by giants, with media budgets many times greater than ours.
Following a successful creative pitch, we rebuilt the brand communications on a new brand platform - ‘100% Commitment’. It addresses key consumer concerns with insurance providers around claims payment, service and customer engagement.
The integrated new campaign (brand, product and direct response TVCs, radio, OOH, digital and social) we created leverages a new premium animated look to cut-through and drive personality and differentiation.
The campaign was launched across different channels to drive and awareness and response with highly targeted communications, while staying consistent with the new brand look and feel.
The campaign characters are being used nationally across all media channels.
With the campaign now in its fifth year, we have created numerous brand and product executions using the brand’s distinctive animated style.
The campaign made an immediate impact. Brand recognition and recall went from being barely measurable to sitting alongside the giants in the category. This was the critical shift required to get onto the consumer’s shortlist for comparison at policy renewal time.