Tower Insurance promotes its new SmartDriver app in its latest integrated campaign via .99
Creative retail agency specialists .99 are helping give Kiwis more control over the cost of car insurance than ever before, with the latest iteration of the Tower lighthouse keeper brand character TVCs, promoting the Tower SmartDriver app.
Using GPS and other smartphone technology to track and score the safety of users’ driving, by monitoring speed, acceleration and braking, the app rewards safe road users by allowing them to earn a saving off their Tower insurance premiums.
The new campaign from .99 stands out for its simplification of the concept of user-based insurance, making it available to consumers in a unique, fun and engaging manner.
Tower’s general manager Ccstomer proposition Mark Savage, says that in a relatively low engagement category like insurance, bringing a complex new product into the market can be challenging.
Says Savage: “We needed something distinctive to cut through the competitive clutter and reinforce Tower’s commitment to delivering innovative products and services to Kiwis. The SmartDriver app is a completely new form of insurance in New Zealand, giving customers the rates they deserve, based on the way they’re driving.”
Says Ben Goodale, managing director of .99: “It’s a neat app that will hopefully contribute to safer roads, and it’s great to get an innovation like this in to the hands of as many consumers as possible. It’s also a great demonstration of the strength of our lighthouse keeper creative vehicle to carry differing retail messages.”
Launched primarily via a brand-new TVC, the campaign is also supported through a range of other channels, including radio, digital, social, direct, OOH and PR.
Client – Tower Insurance
Mark Savage, General Manager – Customer Proposition
Sarah Durham, Head of Marketing
Suzi Harvey, Marketing Manager
Agency – .99
Kathryn Thomas, Managing Partner – Strategy
Craig Whitehead, Chief Creative Officer
Chris Long, Creative Group Head
Amy Cattanach, Senior Art Director
Jon Tricklebank, Head of Design
Ryan Macpherson, Art Director
Ed Bell, Copywriter
Luke McArthur, Digital Designer
Rachel Haines Villalta, Digital Producer
Vicki O’Leary, Head of TV & Motion Graphics
Jodene Murphy, Group Account Director
Murray Brock, Account Director
Melita McMaster, Account Executive
Production Company – Stuff & Nonsense
Steve Saussey, Director
Yolande Dewey, Producer
Post Production – Blockhead
Sam Brunette, Editor
Pete Ritchie, Colourist
Music – Liquid Studios
Peter van der Fluit, Composer
Craig Matuschka, Sound Design
4 Comments
Hate to say this but the car does not look like its moving…just sitting in front of greenscreen…mmm
Its in the bottle ya dick
@12:46pm – haha whaaaat?? Because I’m pretty sure they meant it to look like they were really driving a car with a ship’s wheel eh.
used the app today – despite using the cars natural deceleration and only the gentlest braking rather than using the brake the app reckoned
I had overbraked. Funny that, there was a loose kumara sitting on the mudguard of my trailer that stayed there throughout the journey.
Deleted the app off my phone and won’t waste time with it again – not a particularly amused Tower customer. App is a lot of tosh.