Tally – Colenso BBDO’s simple visual calculator

tally state colenso bbdo

This year has indeed been a great one for Colenso BBDO. Followed by their multiple Gold and a Silver Effie for their superb campaign ‘Friendvertising‘, the New Zealand creative agency went on to win yet another Gold, Silver and Bronze Effie for their Campaign ‘Tally’.

Colenso BBDO, together with media agency PHD Media Auckland, grabbed a Gold Effie with Tally under the category of Branded Utility, a Silver Effie for the category of Financial Products & Services, and a Bronze for the Brand Experience – Services category.

Campaign Synopsis

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)

Working with Colenso BBDO, State 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.

State Marketing Manager, Gabrielle Markwick-Brown said to Adobo Magazine, “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 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.

tally state colenso bbdo phd

Maria Devereux, Executive Creative Director at Colenso BBDO said to Adobo Magazine, “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 state colenso bbdo phd

Tally went live from 1 November, 2020, and rolled out nationwide via a fully integrated campaign across TV, OOH, digital and social channels.

tally state colenso bbdo phd

Curious to find out how much your stuff is worth? Visit state.co.nz/tally

Source: Adobo Magazine

  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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