Campaign Spotlight

Campaign Spotlight: Are your clothes worth more than your car? Find out with State’s ‘Tally’ via Colenso BBDO

AUCKLAND, NEW ZEALAND – 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.1  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. (1) 

Yet still, State’s research shows more than half of New Zealanders believe they don’t have enough items to be worth insuring. (2)



State Marketing Manager, Gabrielle Markwick-Brown says, “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.” 

Working with Colenso BBDO, State has created a simple, visual calculator to help time-poor Kiwis get a better idea of how much their possessions are worth. 

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 says, “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 1 November and is rolling out nationwide via a fully integrated campaign across TV, OOH, digital and social channels.

Curious to find out how much your stuff is worth? Visit


    1. Average based on the replacement costs for a three-bedroom home. Source: Sum Insured Pty Ltd.
    2. Source: Nielsen CMI Q1 – Q4 2018​

Client: State Insurance
Marketing Manager, State: Gabrielle Markwick-Brown
Senior Segment Manager, State: Jo Harding
General Manager, Customer and Marketing: Renee Milkop-Kerr

Agency: Colenso BBDO
Production Company: Bunker
Director: Luke Sharpe & Alex Okhlopkov
Producer: Ainsley Allen
Sound Design: Franklin Rd
Head of Music & Sound Design: Shane Taipari
Media Agency: PHD Media

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