QBE came to Pitch with a challenge – to supercharge its rugby sponsorship, using the England Team to raise awareness of the company amongst a highly targeted audience.
As title sponsor of the QBE Internationals, England Rugby and Glasgow Warriors, QBE had invested heavily in rugby as a sponsorship platform to deliver brand recognition as an insurance market leader. In a crowded marketplace brands like QBE have to strive for a clear point of difference in order to set themselves apart.
We identified that digital media platforms were the best way to tell QBE’s story in a rugby context, so we created QBErugby.com and corresponding social media channels, designed to highlight two key QBE business themes, decision-making and coaching.
To drive regular traffic to these channels we implemented a content generation strategy, creating bespoke and exclusive rugby videos, imagery and written content to populate the channels, featuring QBE ambassadors, including England captain Chris Robshaw.
We enhanced the live match day operations, making QBE the first brand to broadcast live on YouTube from Twickenham ahead of each QBE International fixture.
England Rugby player appearance days with targeted QBE Brokers and expert training sessions for grass-roots clubs, generated content that was viewed for more than 500,000 minutes on YouTube.
The output from these activities contributed to QBE being awarded Best Corporate Sponsorship over £2m at the 2014 UK Sponsorship Awards. But most importantly, QBE’s reach among its brokers went from 38% before the project, to 98% after.