| Title | MISSING PICTURES |
| Brand | TOWER INSURANCE |
| Product / Service | INSURANCE |
| Category | C01. Viral & Email Marketing |
| Entrant | AIM PROXIMITY Auckland, NEW ZEALAND |
| Entrant Company: | AIM PROXIMITY Auckland, NEW ZEALAND |
| Advertising/Web Design Agency: | AIM PROXIMITY Auckland, NEW ZEALAND |
Credits | |
| Name | Company | Position |
|---|---|---|
| Dave King | Aim Proximity | Creative Director |
| Aaron Goldring | Aim Proximity | Head of Interactive Art |
| Jaosn Vertongen | Aim Proximity | Senior Designer |
| Robbie Boyd | Aim Proximity | Developer |
| Patrick Rowely | Aim Proximity | Account Executive |
| Matt Pickering | Aim Proximity | Group Account Director |
TOWER’s Home and Contents Insurance offers market-leading cover for high value items such as jewellery, antiques and artwork. We demonstrated the benefits of this cover by sending an email and asking recipients to download images to see the message in its entirety. When they downloaded the images they discovered that one was still missing. A piece of art had been stolen. Users were then asked to contact TOWER about protecting their most valuable possessions. This simple email achieved an outstanding open rate of 45% and generated far more quote requests than the client was expecting.