Worried well: Tower and .99 focus on the little things

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. 


Savage: Head of Marketing
Gail Baillie: Brand
Marketing Manager

Harvey: Brand
Marketing Executive

Craig Whitehead: CEO/Executive Creative Director

Murphy: Group
Account 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

Curious Film             

Zia Mandviwalla: Director
Giles: Producer
Dave Coulson: Offline Editor


Pete Ritchie: ColouristLeoni Willis: Online Editor

Liquid Studios: Sound

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