Complicated is out, simple is in: Tower launches new campaign with BC&F Dentsu

Reading your insurance policy shouldn’t be like reading another language filled with jargon, according to the latest campaign from Tower Insurance by BC&F Dentsu.

Tower Insurance is the first general insurer in New Zealand to tackle complicated insurance language head-on. Its house, car and contents policies all have the WriteMark Plain Language Standard – the mark for clear and open communication. They are also award-winning for Plain English.

With BC&F Dentsu, Tower has brought this concept to life, with the ‘Complicated is out, Simple is in’ campaign airing 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.

Tower Insurance chief customer officer says the campaign reflects the company’s ethos of putting customers at the centre of everything they 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.”

BC&F Dentsu associate director Rob Longuet-Higgins says with that in mind, the team wanted to create a simple brand campaign.

“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.”

The teams worked with Flying Fish and director James Solomon to create the campaign.


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

Agency: BC&F Dentsu

Production: Fish

Director: James Solomon

Audio: Franklin Rd

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