First released on television on 16 March, creative agency .99’s latest TVC for Tower invokes the nautical metaphor of a lighthouse keeper to illustrate that the insurance giant is always looking out for its clients.
Throughout the 45-second spot, the bearded protagonist draws a parallel between lighthouse keepers and Tower, in the sense that both are “always on watch” and have wisdom on “how to avoid danger and how to put things right.”
“We’re confident this campaign will clearly differentiate Tower and its heritage in the New Zealand marketplace. The lighthouse keeper is a great campaignable champion that will drive customer engagement, [and] it’s also a lovely juxtaposition of brand and retail techniques – a real sweet spot for .99,” said .99 managing director Ben Goodale in a release.
“The Lighthouse Keeper is the perfect metaphor to bring to life our brand proposition,” added Tower’s general manager of customer proposition Mark Savage. “Tower has been looking out for New Zealanders and the things that are important to them for over 150 years. Our philosophy is closely intertwined with everything a lighthouse stands for – looking out for people and helping them avoid trouble with early warnings of danger and peril.”
In addition to featuring on television, the new campaign has also been integrated onto Tower’s website through several banner ads and an additional pair of videos that elaborate on some of the more specific features that Tower is currently offering to consumers.
In the first video, viewers are encouraged to visit Smart Centre, a section of the Tower website that offers helpful tips for a variety of situations, including dangerous instances such as floods or tsunamis and everyday examples such as saving energy or relocating more affordably.
Although some of the tips make for interesting reading, the content hasn’t simply been produced for content’s sake. At the end of every post, Tower provides a hyperlink to a section of its website where prospective consumers can find out additional information on the range of policies the company offers.
The second video is premised on a direct promotional push in the sense that it advertises a 20 percent discount if certain conditions are met.
Given that this integrated campaign couldn’t have come cheaply, it seems that Tower is picking up where it left off last year by continuing to spend big on advertising.
Client: Tower Insurance
General Manager of Customer Proposition: Mark Savage
Head of Marketing: Sarah Durham
Marketing Manager: Suzi Harvey
Managing Partner – Planning: Kathryn Thomas
Executive Creative Director: Craig Whitehead
Creative Group Head: Chris Long
Senior Art Director: Amy Cattanach
Head of TV & Motion Graphics: Vicki O’Leary
Group Account Director: Jodene Murphy
Senior Account Manager: Aimeerose Scopes
Account Executive: Melita McMaster
Senior Creative: Ed Bell
Senior Digital Creative: Ryan McPherson
Director: Steve Saussey (Stuff & Nonsense)
Producer: Yolande Dewey (Stuff & Nonsense)
Post Production: Blockhead