The Brief

Despite having some form of business insurance, 66% of small businesses currently would not survive a major insurance claim. With this in mind, TOWER insurance wanted to drive more leads for TOWER’s Tailored Business Insurance policy, by talking to businesses and demonstrating the benefits of dealing directly with TOWER.

Creative Execution

Much like a fire would interrupt business, we carefully let the hole interrupt the copy, so it read in “stop-go” fashion, and emphasised the dramatic consequences an event like a fire could have on their business.

Describe the creative solution to the brief/objective.

The focus was on business trade/construction (builders, electrical, plumbers); business services (consultancy services, accounting, personal services, automotive repair); retail (general retail, café/restaurants, travel agents, beauty/hairdressers), and some manufacturing categories. We targeted owners of small to medium sized businesses with less than 10 employees – the kind that would really suffer if they had to make a major claim. We confronted business owners with this reality by sending them a letter that had a hole burnt through it.

Results

The results are confidential at this stage as the campaign is still in the market, but the client shared positive feedback with us since the letter is out-performing past efforts in what is a difficult market.