AUCKLAND, Today: In 2017 Tower Insurance launched their brand platform What The World Does, We Undo. The work has been recognised as a finalist within the hotly contested consumer services category at The Effies.
To build on the success of the platform, BC&F Dentsu’s most recent challenge was to inject emotion into the platform, while keeping it consistent with Undo’s simple message and tone.
Tower marketing GM Tony Antonucci said: “We were seeing the Undo platform having great success on the business, but with the brand going through a transformation toward a more friendly and empathetic insurer we needed to take Undo into a more relatable and human space.”
“Tower can restore more than just a house, they can restore a Kiwi’s special place in the world.”
BC&F Dentsu associate CD Rob Longuet-Higgins said: “Insurance and possessions aren’t necessarily emotionally engaging, but people and stories are.
“We wanted to show New Zealanders that Tower understand what it’s like when things go wrong. And pay that off with the idea that Tower get things sorted without fuss.’
“This led to the core idea that Tower can restore more than just a house, they can restore a Kiwi’s special place in the world.”
The ad shows the impact a storm has on a Kiwi couple’s home. It follows the journey of the initial impact the storm has on the couple, through to their lives being back to business as usual.
The campaign launched this week across TV (with a 60” ad), digital and outdoor.
Creative & Media Agency: BC&F Dentsu
Production: Exit Films
Director: Adam Gunser
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