"Worry Catchers" Launch New Tower Campaign

15 Oct 2004

"Worry Catchers" Launch New Tower Campaign

Digitally Enhanced "Worries" Caught By Savvy Tower Team
[Image of new "Worry" below]

Auckland, 15 October 2004 - Leading insurance provider TOWER has launched a new nation-wide "Worries" campaign, designed by Generator. In the series of commercials, Worry Catchers Sarah and Stu set out to remove New Zealanders ' home, contents, car and holiday insurance worries, which are brought to life by digitally-enhanced versions of the furry "worries" depicted in previous TOWER advertisements.

TOWER Insurance Marketing Director Paul Head said the new campaign personalises the insurance worries experienced by New Zealanders' and shows how TOWER helps customers feel sorted, secure and covered, so they can worry less and get on with life.

"Our research* reveals worries affect us physically and emotionally. We wanted to send a clear "no worries" message to consumers and show how TOWER can take away the confusion, anxiety and complexity that can be involved in protecting precious assets. We want to re-inforce that TOWER will be there for its customers if an insurance worry arises."

Tony Bradbourne, Creative Director, Generator said the new campaign is a play on the ultra-professional attitude "Worry Catchers" have to their jobs and believes it will "give people a smile".

The new-look Worries now have arms, horns, fangs and habitually destructive behaviour which helps bring customer worries to life.

TOWER Insurance Marketing Director Paul Head said "Our focus groups provided a lot of input into what a "Worry" should look like and how TOWER should reach customers with the right message about how their worries would quickly disappear with an easy, personal approach by their insurance company where no problem was too big or small."

Further information on TOWER Insurance products is available by calling 0800 808 808, at TOWER's website www.tower.co.nz , or by visiting a local TOWER Insurance office.

ENDS

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