Tower Insurance gives its ‘Undo’ brand platform a human touch in latest campaign via BC&F Dentsu

In 2017 Tower Insurance launched its brand platform ‘What the world does, we undo.’ It’s been a successful brand platform, with the work to date being recognised as a finalist within the hotly contested consumer services category at The Effies. The campaign, developed by BC&F Dentsu demonstrates how Tower make it easier to protect the things you love.

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.

VIEW THE SPOT

Says Tony Antonucci, general manager product and marketing, Tower Insurance: “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.”

Says Rob Longuet-Higgins, associate creative director, BC&F Dentsu: “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 couples 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, digital and outdoor.

Creative & Media Agency: BC&F Dentsu

Production: Exit Films