Opportunity
As we entered our seventh year of partnership with QBE Insurance, we were very excited to get the brief for developing their new brand positioning. Knowing now what we do about their business, we felt well equipped to tell Australia about the transformation the brand has been on.
Core Thought
Despite achieving good levels of awareness over the last few years, many people still don’t know how they feel about QBE. The brand needed its own place in the hearts and minds of Australians.
As one of the world’s largest general insurers, the QBE brand serves a vast diversity of customers. But the one thing that unites them is the need to manage the risks they can now, so they’re in a better position for the inevitable uncertainties of life.
We saw an opportunity to empower the customer by going beyond the traditional definition of insurance and celebrating the work QBE does to prevent accidents.
This thinking led us to the Core Thought: QBE is your ally against uncertainty.
Core Idea
Our Core Idea was to capture that QBE doesn’t see insurance as just a transaction, they see it as an enduring partnership that covers the ‘what if, what now and what a relief!’
We created ‘QBE - Before & After’ as the brand platform and the central thought for all the creative work. It is the first time the organisation has had a unified brand idea across every area of its business.
Before & After inspired a new visual identity in the form of a Brand Playbook and Toolkit. We also developed new collateral and advertising for various areas of the business. This includes the latest direct campaign for car and home insurance.
Results
The campaign has only just launched so it’s too early to track brand metrics.
Sara Foale, Chief Marketing Officer at QBE AUSPAC said, “We’re incredibly excited to launch our new brand platform, Before & After, which perfectly captures the essence of our customer ambition. 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.”