Product / ServiceINSURANCE
CategoryA04. Direct Response Digital Media
Entrant Company:AIM PROXIMITY Auckland, NEW ZEALAND
DM/Advertising Agency:AIM PROXIMITY Auckland, NEW ZEALAND



Name Company Position
Dave King Aim Proximity Ltd Creative Director
Aaron Goldring Aim Proximity Ltd Head of Interactive Art
Jason Vertongen Aim Proximity Ltd Senior Designer
Robbie Boyd Aim Proximity Ltd Developer
Patrick Rowely Aim Proximity Ltd Account Executive
Matt Pickering Aim Proximity Ltd Group Account Director

The Brief

With a limited budget, TOWER Insurance wanted to target high value New Zealand consumers and introduce to them how TOWER’s Home and Contents Insurance offered market-leading cover for high value items. The most cost-effective way to target this group was through an email database like The Great New Zealand database. However, we also knew this audience was heavily targeted and bombarded with marketing collateral. To get cut-through, we would have to create something engaging and compelling, that grabs attention – never an easy task within the restrictive email medium.

Creative Execution

After segmenting a high value audience within the database, we timed its send to coincide with the school holidays that were about to kick off. With many families heading out of town for ski trips and winter retreats, we appealed to this part of the audience to make sure they had their valuables covered while they were away on holiday. Online searches for ‘Contents Insurance’ in NZ had been ranking exceptionally highly on Hitwise in the weeks prior, so the timing was right and we were answering a consumer need.

Describe the creative solution to the brief/objective.

TOWER’s Home and Contents Insurance offers market-leading cover for high value items such as jewellery, antiques and artwork. We came up with a novel way of demonstrating the benefits of this cover via email. As with many emails, the recipients were asked to download images to see the email in its entirety. With ours however, 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.


The results were fantastic. We achieved an outstanding open rate of 45% overall. The email delivered 2,170 visits (via 27 locations around NZ) to the TOWER website, and more importantly it generated 61 online quote requests. With a combination of clever segmenting, perfect timing and impactful creative, this execution delivered way beyond the client’s expectations.