Kiwis Driving Their Way to Insurance Discounts, Thanks to Tower And .99
Auckland, New Zealand: 5 May, 2014
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 Customer Proposition Mark Savage, says that in a relatively low engagement category like
insurance, bringing a complex new product into the market can be challenging.
“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,” he says.
Ben Goodale, Managing Director of .99, says “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.
The SmartDriver TVC can be viewed here.
ENDS