State’s ‘Tally’ Campaign Shows Kiwis How Things Add Up

We know the value of our car and home but what about our clothes and furniture? That’s the idea behind State’s new ‘Tally’ campaign– it’s surprising just how fast the little things can add up.

According to State, in 2019, the average New Zealand household had over $100,000 worth of items in it from clothes to coffee tables, ovens to entertainment systems, and beyond, yet more than half of New Zealanders believed they didn’t have enough items to be worth insuring.

“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,” said State Marketing Manager, Gabrielle Markwick-Brown. “‘Tally’ aims to educate Kiwis on how much – and how quickly – the little things add up.”


Working with Colenso BBDO, State created a visual calculator to help Kiwis get a better idea of how much their possessions are worth. ‘Tally’ lets users add items from 25 categories.

“State likes to make things simple and easy for their “too busy” customers and Tally is just that,” said Maria Devereux, Executive Creative Director at Colenso BBDO. “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? Click here.


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