QBE scoops APAC marketing award

QBE has been recognised for its Swans360 virtual-reality campaign, a fan-engagement tool designed to reawaken the QBE brand within its 32-year partnership with AFL football team, the Sydney Swans.

The Swans360 VR campaign won gold in the best use of technology category at the 2018 Asia Pacific Marketing Events Awards, which celebrates creative excellence, successful strategy, and operational precision in events marketing across the region.

Using VR technology, the campaign brought AFL fans to the Sydney Swans’ exclusive inner sanctum, placed them into the team’s post-match huddle, and allowed them to witness one of the best comebacks in the club’s history.

“The Swans360 VR campaign was a first for QBE and Sydney Swans alike, and we’re thrilled to have our work acknowledged through this award,” said Bettina Pidcock, QBE Australia and New Zealand’s chief customer officer. “While we do not produce our work with awards as a specific objective, they are important external acknowledgement of the quality of campaigns that we produce at QBE, and we are extremely proud of our achievement. So many people across QBE were involved in making the Swans360 campaign a reality, as it’s so much more integrated than just the VR film itself. Through this technology, we managed to connect with a new age of fans from across the region.”