Tower Insurance introduces Kiwis to the Lighthouse Keeper in new campaign via .99
Creative retail agency specialists .99 has launched a new integrated campaign for Tower insurance via a unique character – the Lighthouse Keeper.
Says Craig Whitehead, chief creative officer, .99: “Our aim was to shine a light on Tower’s latest product and service innovations, whilst clearly outlining the practical innovation Tower has made to the New Zealand insurance category over the years.”
This campaign introduces a new brand character – the Lighthouse Keeper who offers Kiwis helpful knowledge and tips about Tower’s products and services that mean they are better protected.
This draws on the lighthouse symbol (present in the company’s logo) and shows New Zealanders how Tower has been looking out for them since the days their lighthouses were used to safely navigate sailors back home. The lighthouse is symbolic of being a beacon of assurance, , and direction
Says Mark Savage, general manager – customer proposition, Tower: “The Lighthouse Keeper is the perfect metaphor to bring to life our brand proposition. Tower has been looking out for New Zealanders and the things that are important to them for over 140 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 short, we’re the brand that wants to help you avoid getting into that situation in the first place, and look after you if the worst happens.”
Says Ben Goodale, managing director .99: “We’re confident this campaign will clearly differentiate Tower and their heritage in the New Zealand marketplace. The Lighthouse Keeper is a great campaignable champion that will drive customer engagement, it’s also a lovely juxtaposition of brand and retail techniques – a real sweet spot for .99.”
The launch TVC directed by Steve Saussey from Stuff & Nonsense and produced by Blockhead, goes to air on 16 March 2014 supported by a through the line campaign.
Client – Tower Insurance
Mark Savage, General Manager – Customer Proposition
Sarah Durham, Head of Marketing
Suzi Harvey, Marketing Manager
Agency – .99
Kathryn Thomas, Managing Partner – Planning
Craig Whitehead, Chief Creative Officer
Chris Long, Creative Group Head
Amy Cattanach, Senior Art Director
Vicki O’Leary, Head of TV & Motion Graphics
Jodene Murphy, Group Account Director
Aimeerose Scopes, Senior Account Manager
Melita McMaster, Account Executive
Ed Bell, Senior Creative
Ryan McPherson, Senior Digital Creative
Production Company
Steve Saussey, Director – Stuff & Nonsense
Yolande Dewey, Producer – Stuff & Nonsense
Blockhead – Post Production
3 Comments
Looks and feels a tad recycled? Get the keeper metaphor but is something missing?
Steve also stared in it?
I’m interested in the lighthouse keeper. Feels like we didn’t really get to meet him.