The Challenge Presented:
Changing or updating insurance is often seen as a hassle, with many consumers believing they can only switch providers during policy renewal periods. This creates hesitation, inertia and low engagement within the category.

Tower needed to challenge these perceptions and reposition switching insurance as something simple, accessible and worth acting on, while strengthening consideration for the brand in a highly competitive market.

The Strategy Created:
Bastion developed a strategy designed to turn switching insurance into a movement rather than a transaction.

Using Tower’s strongest proof points, the campaign reframed switching as quick, beneficial and easy to do, helping remove the friction and uncertainty often associated with changing insurers.

The creative approach leaned into humour, intrigue and disruption to make the category feel more entertaining and culturally engaging. Central to the work was the introduction of MR E, a mysterious new character created to join the Mischief INC team, he represents the uncertainty and unexpected nature of insurance moments.

Where does he come from? Why is he there? Much like the situations Tower customers often find themselves claiming for, MR E exists to bring curiosity and unpredictability into the campaign world while making the category feel more engaging and memorable.

By combining clear product messaging with distinctive brand storytelling, the campaign created a memorable platform that stood out within the category while putting Tower in a position of strength.

The Strength Achieved:
The campaign unlocked a new layer of brand character for Tower through the introduction of MR E, giving the brand a more distinctive and ownable creative device within the market.

The work helped reposition insurance switching as something easier and more approachable, while delivering a campaign platform that balanced product proof points with personality and entertainment.

The result put Tower in a position of strength, helping the brand cut through category sameness with a campaign designed to drive both attention and action.

Credits:
Production company: Finch
Director: Arundati Thandur
Casting: Catch
Music: Pete van der Fluit