AUCKLAND, Today: BC&F Dentsu has created a new campaign for Tower Insurance which aims to tackle the complicated language that plagues much of the market.
Tower chief customer officer Michelle James said: “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 is the first general insurer in New Zealand to tackle complicated Insurance language head on. Its car, house and contents policies have the WriteMark Plain Language Standard – the mark for clear and open communication.”
“This is the BC&F Dentsu and Tower teams’ last project together, so we’re going out with a bang!”
Complicated is out, Simple is in 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.
BC&F Dentsu associate director Rob Longuet-Higgins said: “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.
“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!” says Managing Director and Dad Joke Enthusiast, Murray Streets.
CREDITS
Client: Tower
Chief Customer Officer: Michelle James
Head of Marketing: Michelle Leadsom
Senior Marketing Manager: Kushla Glauser
Marketing Manager: Suzi Goodwin
Strategy, Creative, Media: BC&F Denstu
Production: Fish
Director: James Solomon
Audio: Franklin Rd
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