QBE Insurance Product Launch

QBE developed its Transport Operators’ Policy or TOP. To make it simple for members to access. Introducing this all-in-one new policy via a creative DM Campaign would be effective, however, the key challenge was to create one unified message that would resonate across three distinct audiences: brokers; policy prospects; and the QBE sales force.

Using insight into their working life and recognising the workload on transport operators, Fresh decided to use a creative play on words,
and emphasised how this new QBE policy reduces their load by combining three policies into one.

With such a wide target audience, Fresh acknowledged that the solution had to focus on the city-centric nature of the businesses. Following
the transportation theme and the concept of the campaign, a graphic representation of a road sign was used and accompanied with the
tagline, ‘stay on the road’.

To tie in with this clear, simple and modern creative approach, the marketing collateral for the campaign, depicted fast-moving vehicles within a cityscape. This creative communication approach also worked
to extend the QBE brand, lending itself to ongoing campaigns.