Reading your insurance policy can be like reading another language. Thanks to the complicated insurance jargon insurers use you might feel you need a law degree to fully comprehend them. With the insurance category about to encounter explosive rates of disruption, BC&F Dentsu have helped Tower show that every revolution starts with language.

The campaign launches a bold new positioning for the brand, as Tower transform their strategic approach towards becoming an industry challenger.

 

Undo Campaign

When you choose an insurer, you want to know that whatever happens, they’ll set it right. We worked with Tower to develop the creative brand platform “What the world does. We undo” that simply demonstrates this point.

 

The Undo Campaign started with the following TVC shot in slow motion with a state-of-the-art Phantom camera.

To launch the ‘Undo’ platform into a more relatable and human space we set out to create an advertising campaign that shows that they cover more than just Kiwi’s things. They cover the Kiwis.

 

So we helped Tower show they can restore more than just a house, they can restore a Kiwi’s special spot in the world.

Previous work

For Valentine’s Day, rather than create an advertising campaign, we worked with Tower to create a new insurance product. Announced through print, digital, social media, a Cessna, and a resulting content video, it built on Tower’s emotional brand and potentially saved a few marriages.

To begin a transformation in perceptions of Tower, the brand needed a bit of warmth and emotion injected into it.

We started by asking people to think back to when they were kids and had the brazen confidence to match. A time when they could climb any tree, be any hero, and defeat any monster. But more importantly, what would they do if a penguin stole their bike?

“Very cute with the kids and a catchy ad.”

 

“Clear, not loud, to the point.”

 

“I love the innocence of the kids and how easy they think to fix a problem – boom, take that penguin!”

 

“It is humorous, clever and gets its message across without being over loud or offensive.”

 

“I like the humour.”

 

“I like the kids, they are very natural, and cute.”

 

“I just find it really funny.”

 

“Love the kids in it.”

 

“It’s creative and simple and makes the point very clearly while still being entertaining.”

'New Zealand's favourite TV Ad'.

Colmar Brunton June 2016

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