QBE needed Perth to know how simple and stress-free their home and car insurance plans were. They cleverly adopted the use of Evoke Media’s FitnessAds across the metro area. These bold, luminous advertisements stand out in the usually media-free fitness centres.
The creative and message were tailored perfectly to the target market and location i.e. “Take a weight off your shoulders”, and “Give your car insurance a health check”. By aligning QBE with fitness and stress-relief they were able to build a rapport with the patrons of the venues. Repeated viewing of the FitnessAds by regular gym users ensured QBE’s stress-free message had immediate cut through and was cost-efficient.