The Brief

Tower is a New Zealand-based insurance company. Using innovation matched with over 150 years of experience, it aims to give Kiwis and their communities an insurance experience they can rave about. It doesn’t believe in standing still, instead, we’re all about solving problems before you even know they’re a problem. Life moves fast. That’s why Tower is always thinking ahead.

The insurance category is highly competitive, with little differentiation in product and positioning.  So Tower asked Bastion Shine to help with a brand reset.

Not only do customers think insurance companies are all the same, but they also don’t know what Tower does, or what they stand for – with only 26% considering the insurance company. With a significant 50% increase in year-on-year growth targets, it needed a reset in the hearts and minds of Kiwis and communicate who they are, what they stand for and give them reasons to choose Tower.

Our Approach

The job was to position Tower as NZ’s most progressive insurance company.

What we need: A distinctive and ownable overarching creative platform (thought, tagline and identity) that allows us to punch above our weight in the market and last for 24-36m.

A ‘Tower Product Range’ proof point campaign with accompanying offers.

The Outcome

A new brand positioning line: Thinking Ahead.

A new brand strategy, personality and tone and manner.

A refreshed look and feel that was more bold, modern and approachable, with photography, renders and icons.

AV and digital campaign to launch a new brand proof point – most comprehensive range.

New internal purpose and values to ensure the business is set up to deliver.