Synergy worked with QBE to deliver their British & Irish Lions 2017 New Zealand Tour sponsorship campaign. Throughout the campaign, QBE highlighted The Team Behind The Team - the Lions’ management team, coaches, operational, communications and medical staff, experts who do the crucial behind-the-scenes work that makes it possible for the Lions to succeed on the pitch. This resonates with QBE as they have their own ‘team behind the team’ of underwriters, claims experts and risk managers, giving their customers the confidence that their business risks are being effectively managed.
QBE wanted to create a multi-channel campaign that resonated with both their end-clients and brokers; driving awareness of their Lions partnership and understanding of QBE’s customer centric approach. Utilising QBE’s core contractual assets, Synergy helped to devise a campaign rich in both content and exclusive events that successfully celebrated the Lions backroom staff and explained why their roles were so integral to the Lions performance on the pitch. With a strong understanding of QBE’s target audiences and their online behaviours, Synergy created both longer-form thought leadership content (such as this exclusive series with Lions head coach Warren Gatland) to reach clients; and shorter, snappier more rugby focused videos (like Life in the Lions camp) for brokers and fans to land the key campaign messages.