QBE Insurance (QBE), one of the Insurance Business Australia Awards 2022 excellence awardees, has released a new integrated marketing campaign, showing its commitment to supporting all small businesses.
Building on QBE's “Before & After” brand platform, the new 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,” and “Q the butterfingers,” two 30-second TV commercials highlight the ongoing challenges of operating small businesses and how easy it is to get back on track with QBE when things don't go according to plan.
The campaign – to feature across radio, social media, digital display, and press – ties to QBE's broader SME initiative, with a new direct product offering enabling small businesses within select criteria to secure quick and simple insurance quotes online in addition to the broader coverage options available via the insurer's broker partners that offer tailored solutions for business customers.
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“At QBE, we understand that small business owners want to set themselves up for a better future, and we want to enable that,” said David Hirsch, head of marketing and insights at QBE Australia Pacific. “Not only do we provide tailored insurance for small businesses, [but] 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.”
The campaign for small businesses follows the release of QBE's campaign leveraging its long-term sponsorship of the Sydney Swans and NSW Sifts to show that finding quality insurance is as easy as a goal from Buddy Franklin.
