QBE promotes new product to help young people drive more safely in new campaign
Insurance brand QBE has released a campaign to promote its new insurance box product, which monitors young drivers and rewards them for good driving.
The new campaign has been created by independent Sydney agency Core for the brand, with the product aimed at drivers under 30 who feel they are being penalised by their insurance premiums because of their age.
The animated spot shows a young woman doing her makeup, taking a selfie with her dog and not paying attention to the road whilst stuck in traffic, while a voiceover asks if she will get a good premium, before panning out to reveal she is parked up, doing those things before she starts driving.
The box, which connects to most cars, provides users with a DriveScore and feedback on how to become a safer driver. It can also detect if the car has been involved in a serious accident and help locate it if it’s stolen.
The 30 second TVC has launched across free-to-air TV in Perth, will appear on targeted digital platforms and rollout to other states in the coming months.
Christian Finucane, creative partner at Core said: “Insurance Box brings a step change in innovation to a largely commoditised category in Australia. It demonstrates QBE’s purpose to be 100% committed to fairness for good young drivers.
“The spot follows the style of the 100% Commitment launch and is clearly differentiated from other insurance brands out there.”
Tim Plant, executive general manager, QBE Australia added: “We are delighted to be offering Australia’s first telematics product rewarding young drivers for their safe driving. Our existing Insurance Box customers are saving up to 30 per cent on renewal.”
Core landed the QBE’s advertising duties in late 2014 following a pitch.
Credits
Agency: Core
Client: QBE Insurance
Product: QBE Insurance Box
QBE National Marketing Manager: Gabby Tyler
Creative Partners: Christian Finucane & Jon Skinner
Creatives: Anthony Ortuso & Jari Kennedy
Business Director: Jane Callister
Account Director: Dan Parritt
Agency Producer: David Steindl
Production company: Mighty Nice
Director: Robertino Zambrano
Producers: James Hudson & Gabrielle Joosten
Audio & Music: Sound Reservoir
Is this new? I think they launch in 2013?
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Didn’t Ogilvy already do this for AAMI?
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