Valentine's Insurance

Background

TOWER Insurance wanted to communicate to the public they weren't just another faceless, heartless corporation. With Valentine's Day on the horizon, TOWER thought this would be a great opportunity to connect with its customers on a personal level and show people that this insurance company had a heart. 

Idea

Every Valentine's Day, couples celebrate their relationship over a romantic dinner - unless they've forgotten to book. So in an effort to keep romance alive and relationships intact, TOWER insurance took the initiative to book an entire restaurant three months in advance, reserving it for a few lucky customers. On the morning of Valentine's Day, TOWER invited forgetful lovers via press, radio, social and a plane banner to their website to claim Valentine Insurance. . Twelve lucky couples were then given the chance to make it up to their sweethearts over a romantic, five course degustation meal at a top Auckland restaurant. 

Results

The promotion began at 8am on Valentine's Day, allowing only a small window of 6 hours to attract interest. By closing time at 2pm, TOWER had received over 1,000 'claims' from new and existing customers, many of whom had opted in to receive more information regarding TOWER's range of insurance products. The campaign also gathered positive responses from national and international marketing media.