As the opening round of the new 2017 AFL season kicks-off, Sydney Swans shirt sponsor QBE celebrates its long running partnership with an integrated campaign.
Developed with The Core Agency, the insurer’s activation revolves around the insight that ‘just like in sport, life can be unpredictable’.
The campaign’s objective is to reinforce the brand’s umbrella message that consumers need to be protected from the unexpected.
The campaign actually promotes QBE’s sponsorships of not just the Swans in AFL, but also the NSW Swifts in netball and the Perth Glory A-League football team.
The spearhead TV commercial uses a bouncing (AFL) football as a creative device: one that creates havoc amongst sports fans.
The lead 30-second spot, which includes the 90s House Of Pain song ‘Jump Around’, is seemingly set at a Sydney Swans home game.
QBE – Swans Sponsorship from The Core Agency on Vimeo.
While a second, supporting ad again features the unpredictable AFL ball bouncing through NSW Swifts and Perth Glory games.
There are also various social content pieces rolling out ranging rom ticket competitions,
Back again in 2017! Your chance to win 2 Grand Final tickets in our Fan MVP competition made possible by @QBEaus: https://t.co/JdhdYGehKq pic.twitter.com/RZsOcaC2Zk
— Sydney Swans (@sydneyswans) March 26, 2017
to real-time or low latency assets linking to on-pitch action.
Best of luck to our partners, the @sydneyswans for 2017 as they kick off the season this afternoon! pic.twitter.com/ltNXRdY5Bs
— QBE Australia (@QBEaus) March 25, 2017
The campaign’s launch was timed to coincide with the first round opening Sydney Swans home game and it will continue to roll out through April.
Bettina Pidcock, executive general manager for marketing at QBE says that this latest campaign aims to ‘continues to drive QBE brand awareness in the highly competitive direct insurance category’ and that it ‘goes a long way to better integrate our advertising, sponsorship and digital activity’.
‘QBE has been a committed sponsor to many Australian sports teams for decades,’ outlines Core Agency founder Chrsitian Finucane.
‘Our new campaign leverages these long-standing partnerships, while reminding people of the unpredictability for life and the need to have protection for life’s unexpected events.’
The campaign was created for the core QBE team (consisting of Executive General Manager (Marketing) Bettina Pidcock, Senior Marketing Manager (Consumer) Gabby Tyler and Team Leader B2C Rob Jones, by a team from The Core Agency led by creative partners Christian Finucane and Jon Skinner, senior art director Simone Parravicini, senior copywriter Dave Glen, production director Deepali Dabral, strategy director Simon Rich, account director Rebecca Scott and account manager Joseph Rosslind.
The production was handled by Mighty Nice, the directors were Darren Price & Alex Grigg and the producer was Tina Braham, while sound was by Smith and Western.
The child-like carton animation dovetails with the style of the brand’s ongoing general marketing creative: this simple communications approach aims to reflect the brand’s commitment to helping its customers and help differentiate the insurer in a competitive marketplace.
This year’s campaign follows on from QBE’s multi-platform Swans activation which kicked off with a 2016 season launch event and film,
plus November 2016’s celebration of an impressive 30 years of The ‘QBE/Sydney Swans’ partnership.
The campaign dovetails with other assets in the right QBE swans rights package – which also include match jersey
.@Buddy_Franklin's juggling contested mark in the first term has earned him Round 1 Mark of the Week: https://t.co/kQj91o3Hgp pic.twitter.com/SuveqPIR54
— Sydney Swans (@sydneyswans) March 27, 2017
and training kit logo presence,
John Longmire press conference, tweets to follow: pic.twitter.com/EdiJ4uYEqu
— Sydney Swans (@sydneyswans) March 27, 2017
plus media board backdrop branding.
"The good thing about footy is you can rock up again next week & try fix the things we weren't good at this week." https://t.co/oaxUlrr7pp pic.twitter.com/WiXSLDFqd5
— Sydney Swans (@sydneyswans) March 25, 2017
and pitchside and training ground perimeter board advertising..
A few of the boys emerge for a pre-game stretch #ProudlySydney pic.twitter.com/47eydWpiLn
— Sydney Swans (@sydneyswans) March 25, 2017
Activative Comment:
Like most teams, the Swans also ushered in some new season excitement with their own ‘Get Excited For 2017’ film amplified across the side’s digital and social channels,
alongside its own club ticket competition
You have the chance to WIN 4 golden seats to our remaining 10 home matches. Download the @scg app and follow the prompts! #loveourscg pic.twitter.com/D25qSR1GYe
— Sydney Swans (@sydneyswans) March 28, 2017
and events and experiences such as Fan Day.
Meet some of your favourite players at our Melbourne Fan Day this Saturday presented by @Volkswagen. Details: https://t.co/AOTplkgaNi pic.twitter.com/oWJdXvaEur
— Sydney Swans (@sydneyswans) March 27, 2017
Links:
QBE
https://www.facebook.com/QBEInsuranceAustralia
https://www.youtube.com/c/QBEInsurance
Sydney Swans
http://www.sydneyswans.com.au/
https://twitter.com/sydneyswans
https://www.facebook.com/sydneyswans
https://www.instagram.com/sydneyswans/
https://www.youtube.com/user/sydneyswansofficial/
The Core Agency
