Following our recent creation of QBE’s new Core Idea - Before & After - we were tasked with designing the insurer’s exhibition space at Australia’s largest industry event, Steadfast.
After the two COVID years brokers had just experienced, QBE wanted to demonstrate the importance of change and transformation – and how they were there for brokers along that journey. It was important they used the conference space to amplify our new brand idea to show partners that QBE is there to support them.
So that brokers could truly experience ‘Before & After’, we transformed the stand into a space where attendees could literally create a ‘Broker 2.0’ version of themselves. The stand had of series of ‘stations’ to enable them to physically transform - such as a hair stylist and a shoeshine person. At the end of the experience, a photographer took an ‘After’ picture of each broker to use on their LinkedIn profile. There was also a copywriter on the stand to help sharpen up their social media presence by rewriting their LinkedIn bio.
And finally, what better metaphor for support than man’s best friend? So, we sourced one of the only robotic dogs available in the region to help draw attendees to the stand. Stickered in QBE branding, ‘Qbie’ was the star of the event and helped bring a record number of people through the brand experience. It also served as a great photo opportunity with brokers to help spread the QBE brand across social and industry media channels.
