Honesty is the best policy
Life insurance isn’t a pleasurable purchase. Consumers perceive it as costly and intangible, but according to Tower Australia’s research they want to tackle it head on because they recognise that unpalatable events, such as critical illness and death, are real issues for families. Our solution engages them in a realistic, honest and direct way.
A more human approach
The new brand uses real life scenarios to soften and humanise what are ultimately very difficult issues. In doing so, it enables Tower Australia to communicate more openly and freely to consumers about its products, and to build relevance and positive engagement.