Tower’s newly launched campaign via BC&F Dentsu says ‘Complicated is out, Simple is in’


Tower Insurance is the first general insurer in New Zealand to tackle complicated Insurance language head on as demonstrated in its latest campaign via BC&F Dentsu.


Reading your insurance policy can be like reading another language because of the complicated insurance jargon insurers’ use. You might even feel like you need a law degree to fully comprehend them.

Tower Insurance’s car, house and contents policies have the WriteMark Plain Language Standard – the mark for clear and open communication, and they are also award winning for Plain English.

Tower Insurance, with BC&F Dentsu have brought this concept to life with ‘Complicated is out, Simple is in’, a new campaign which will air across TV, Outdoor and online. It signals Tower’s leadership of the industry as it challenges the insurance market to deliver a better experience for customers.

Says Michelle James, chief customer officer at Tower: “As a business we’re overturning industry norms and putting customers at the centre of everything we do. That means making customers lives easier by ensuring our policies are easy to read, and ensuring customers know what they are covered for – jargon has no place in our policies.”

Says Rob Longuet-Higgins, associate director, BC&F Dentsu: “Having taken the step of removing confusing jargon from their policies, we kept it simple and did the same for Tower’s ads – in the most distinctive way possible.”

Thanks and acknowledgements go to Flying Fish and director James Solomon, for crafting a visually spectacular campaign.

Says Murray Streets, managing director: BC&F Dentsu: “After four years of creating distinctive, integrated work in the category, this is the BC&F Dentsu and Tower Teams’ last project together, so we’re delighted that we could go out with a bang!”

Chief Customer Officer – Michelle James
Head of Marketing – Michelle Leadsom
Senior Marketing Manager – Kushla Glauser
Marketing Manager – Suzi Goodwin

BC&F Denstu – Strategy, Creative, Media.

Production – Fish
Director – James Solomon
Audio – Franklin Rd