Hiscox launches new brand campaign

Alex Sword


The Financial Services Forum

Specialist insurer Hiscox has launched its new nationwide brand campaign, which focuses on the perils that can befall small business owners.

The integrated campaign, encompassing out-of-home, radio, digital and PR, is built around the line “the story of your business, underwritten by Hiscox”.

In an unusual twist, the campaign will also see the roll out of specially built outdoor executions which mirror the risks highlighted by the ads. For example, one poster features water cascading across it to illustrate the dangers of burst pipes.

The campaign was developed by creative studio Uncommon, with media planning by Total Media.

This stage of the brand campaign focuses on the core audience of SMEs and insurance brokers, with a campaign aimed at high value homeowners expected around the end of the year.

Fiona Mayo, UK Marketing Director, Hiscox UK said: “Hiscox is a different type of insurer. We are specialists, not generalists and our advertising reflects that. In a category that’s often serious and cautious, we’ve created a campaign with a distinctive visual approach and intelligent humour that’s rooted in deep insight, to stand apart.”

Lucy Jameson, Co-founder at Uncommon: “We’re proud to share our first work for Hiscox – which is quite literally, the most disastrous campaign ever. From typos to burst pipes – this playful outdoor work uses multiple special builds to bring to life real stories of the risks and challenges that affect business owners today.

“In the insurance category which usually plays it safe – this message is bold and brave – differentiating and elevating Hiscox’s people focussed offering, with a provocative new tone of voice.”

Tom Laranjo, CEO, Total Media added: “Hiscox’s latest campaign creates a compelling narrative that any small or medium-sized business owner will be able to relate to. Leveraging our behavioural science expertise, Total Media is ensuring that narrative lands with the right people at the right moments. Driving the brand’s message of support for small business owners across multiple fronts including out of home, print and radio, we are aiming to build an understanding of its specialist expertise that SMEs can rely upon.”

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