The anticipation, the safety checks, the jumping nerves, the late nights and feeling ‘dog tired’, are just some of the highs and lows experienced when launching and running a small business. A new integrated marketing campaign, developed by The Core Agency, highlights how QBE Insurance is there for thousands of Australian small businesses every day, with flexible and tailored cover available for over 5,000 small business types.

Building on QBE’s ‘Before & After’ brand platform, the campaign observes the first day of two new small business owners, a café owner and a busy tradie. Using the brand mnemonic, ‘Q the…’ - ‘Q the morning rush’, ‘Q the late nights’, ‘Q the butterfingers’, two 30-second TV commercials highlight the ongoing challenges of operating a small business and how easy it is to get back on track with QBE Insurance when things don’t go to plan.

The national campaign will feature across radio, social media, digital display and press.

The campaign ties into QBE’s broader SME initiative, with a new direct product offering launched that enables small businesses within select criteria to secure quick and simple insurance quotes online. This is in addition to the wider coverage options already available via QBE’s broker partners, that offer tailored solutions for business customers.

Says David Hirsch, head of marketing and insights at QBE Australia Pacific: “At QBE, we understand that small business owners want to set themselves up for a better future, and we want to enable that. Not only do we provide tailored insurance for small businesses, we also provide advice on how they can manage and reduce their specific risks before they become an issue, and when the unforeseen does occur, we’re there ‘On Q’ after.”

“Small business owners experience a range of emotions, from the challenges of getting a business off the ground and the first day nerves, to the ongoing ‘what ifs’ and unforeseen accidents that can happen. Every small business and the way it operates is unique, and QBE is there to support them through every step of the insurance process.”

The campaign builds on the successful launch of QBE Australia’s brand platform in 2021 – ‘Before & After’.

Credits

Client: QBE Insurance
Head of Marketing: David Hirsch
Business Marketing Specialist: Brigid Moloney
Sponsorship Manager: Warwick Symcox

Creative agency: The Core Agency
Founder & Creative Partner: Christian Finucane
Founder & Creative Partner: Jon Skinner
Senior Copywriter: Kevin Macnamara
Managing Partner: Rebecca Turner
Head of Strategy: Clare La Palombara
Account Director: Joseph Rosslind
Producer: Meredyth Judd

Production: Eight Productions
Director: Tourist/Mitch Green
Executive Producer: Lib Kelly
Sound: Sonar Music

Media: Customedia