C&IT Awards winners: Business, Finance & Utilities Event of the Year

The C&IT Awards Business, Finance & Utilities Event of the Year gong went to QBE Insurance's 'We Mean Business' events, run by agency Paragon Events.

QBE Insurance 'We Mean Business', Twickenham Stadium
QBE Insurance 'We Mean Business', Twickenham Stadium

As the title sponsor of the QBE Internationals, a series of four rugby matches at Twickenham Stadium between England and teams from the Southern Hemisphere, QBE wanted to build brand awareness and increase insurance and reinsurance sales.

Insurance brokers, clients and media were invited to attend QBE International games.

A cohesive "We Mean Business" theme ran through the entire campaign - from invitations, advertising and digital activity, to the four events. Spaces at the event included a 'Locker Room', 'Players Tunnel' and 'The Pitch'.

Paragon and 'The Pitch' needed to contain bars, a media desk and chill-out zone, transforming an average, small meeting room into a 'rugby experience' for 500 guests at each fixture.

Feedback from attendees of the gameday events, including the 2,000 brokers and clients, was overwhelmingly positive.

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