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Tower Insurance Looks Out for Kiwis with New Campaign by .99

Tower Insurance Looking Out for Kiwis with New Campaign by .99

Auckland, 17 March, 2014 - Creative retail agency specialists .99 have launched a new campaign for TOWER insurance.

Ben Goodale, Managing Director, .99, says “Our aim was to create a step-change for the business, whilst clearly outlining the practical innovation TOWER has made to the New Zealand insurance category over the years.”

This campaign introduces a new brand character – the Lighthouse Keeper who offers Kiwis helpful knowledge and tips about TOWER’s products and services that mean they are better protected.

This draws on the lighthouse symbol (present in the company’s logo) and shows New Zealanders how TOWER has been looking out for them since the days their lighthouses were used to safely navigate sailors back home. The lighthouse is symbolic of being a beacon of assurance, peace, direction and hope.

Mark Savage, General Manager – Customer Proposition, TOWER, says, “The Lighthouse Keeper is the perfect metaphor to bring to life our brand proposition. TOWER has been looking out for New Zealanders and the things that are important to them for over 150 years. Our philosophy is closely intertwined with everything a lighthouse stands for - looking out for people and helping them avoid trouble with early warnings of danger and peril.

“In short, we’re the brand that will do everything we can to help you avoid getting into that situation in the first place, and look after you if the worst happens,” concludes Mark.

Ben Goodale adds, “We’re confident this campaign will clearly differentiate TOWER and their heritage in the New Zealand marketplace. The Lighthouse Keeper is a great campaignable champion that will drive customer engagement, it’s also a lovely juxtaposition of brand and retail techniques - a real sweet spot for .99.”

The launch TVC directed by Steve Saussey from Stuff & Nonsense and produced by Blockhead, goes to air on 16 March 2014 supported by a through the line campaign.

You can view the 30 second TOWER insurance brand ad here and the 45 second ad here.

About .99
Established in 2003, .99 is now widely regarded as the leading retail specialist advertising agency in New Zealand, with a team of 120 staff providing creative ideas and production services to more than 15 of the country’s top retail brands. In 2013, .99 merged with pre-eminent, award winning one-to-one specialist agency, justONE, creating a combined entity that also offers expertise in CRM, loyalty, database marketing and more. Both are part of the Clemenger Group, Australasia’s largest, most successful marketing communications company comprising more than 50 diverse advertising, marketing and related specialist units in Australia and New Zealand.


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