Tower's last campaign was based around some of the things it had learned about is customers in its almost 150 year existence as an insurance company (like 52.4 percent of its Roadwise call outs are for flat batteries), and along with its new agency .99, which was appointed as Tower's full-service agency a few months back, it's found another truth to base its new campaign on: people will always find something to worry about, no matter how trivial.
"It’s an idea that .99 presented to us in its original pitch, and it really rang true for us," says head of marketing Mark Savage. "We know our customers worry about a lot of things. What Tower can do is look out for the big things, and save them from those big worries ... We’re really happy with the result. 99 have done a great job of working with us, listening to our own little worries, and delivering outstanding work."
In keeping with the zeitgeist, one of the new ads features a cat, and, as the release says "the key to the campaign was finding the right balance between the serious business of insurance, and the humour to be found in people’s individual worries".
"It grew out of the notion of ‘first world worries’ [speaking of which],” says .99’s chief executive/executive creative director Craig Whitehead. "But the more we talked to people about it, the more we realised that nobody, even a well-liked and trusted insurance and investment company like Tower, can stop people worrying completely. So we took that and ran with it, having some fun with the little worries while underlining Tower's commitment to looking out for the big stuff."
The campaign launches with two TVCs, directed by Zia Mandviwalla from Curious Films. And, perhaps backing up the campaign message, it's also launched the Claim4Car app that lets crashees get in touch with the company via iPhone.
Mark Savage: Head of Marketing
Gail Baillie: Brand Marketing Manager
Craig Whitehead: CEO/Executive Creative Director
Aimeerose Scopes: Senior Account Manager
Thomas: Senior Planner
Mark Easterbrook: Head of Copy
Dom Antelme: Senior Art Director
Vicki O’Leary: Head of TV & Motion Graphics
Craig Murray: Senior Motion Designer
Zia Mandviwalla: Director
Stu Giles: Producer
Dave Coulson: Offline Editor
Pete Ritchie: ColouristLeoni Willis: Online Editor
Liquid Studios: Sound Design