State Discovers If Your Clothes Are Worth More Than Your Car with Visual Calculator 'Tally'

Working with Colenso BBDO, State has created a simple visual calculator Tally to help time-poor Kiwis get a better idea of how much their possessions are worth. The combined value of possessions is something busy Kiwis can underestimate. And while we tend to put big-ticket items, like house values and cars, at the forefront of our minds – it’s surprising just how fast the little things can add up.

In 2019, the average New Zealand household had over $100,000 worth of items in it. This count includes everything from clothes to coffee tables, ovens to entertainment systems and beyond. Over $20,000 worth could be found in the home’s wardrobe. Yet still, State’s research shows more than half of New Zealanders believe they don’t have enough items to be worth insuring.

Gabrielle Markwick-Brown, marketing manager, State, said: “Kiwis are pretty on to it when it comes to insuring big, one-off items, like cars and houses, but far too many of us are underestimating the total value of our belongings. ‘Tally’ aims to educate Kiwis on how much - and how quickly - the little things add up.”

Tally lets you quickly add items from a list of 25 popular categories, adjust average values based on what you own, and add custom items – like treasured family heirlooms or works of art. Tally is free of insurance jargon, easy to use and, with the touch of a button, people can get a good idea of just how much they own.

Maria Devereux, executive creative director at Colenso BBDO, commented: “State likes to make things simple and easy for their 'too busy' customers and Tally is just that. We think people are going to be surprised at the total value of their belongings and hopefully compelled to make sure they’re protected at the end of the day."

Tally went live from 1st November and is rolling out nationwide via a fully integrated campaign across TV, OOH, digital and social channels.