BtoB

BtoB's Best: Out-of-home: QBE Insurance

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Agency: Doremus, London Campaign name: “QBE Rugby Internationals” Launch date: November 2012 Why we liked it: Sports have traditionally been a natural fit for b-to-b sponsorships and media placement, and that's no different across the pond. QBE's rail station takeovers surround commuters with QBE's rugby-themed ads like they're the ball in a scrum. Images of grizzled pros from the England Rugby and Premiership Rugby leagues, which QBE sponsors, add impact to headlines like “They mean business. We mean business,” and “Business insurance tackled.”
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