Insurer Hiscox enlists punk poet for latest advertising push

Alex Sword


The Financial Services Forum

Specialist insurer Hiscox is bringing the punk spirit to the insurance sector by enlisting poet John Cooper Clarke for a new campaign.

The Manchester-based poet known for his association with the late 1970s and early 1980s punk music scene has composed a series of five original poems about bizarre insurance claims.

The campaign is aimed at small business owners, with Hiscox data showing that 26% of small business don’t have insurance.

John Cooper Clarke said: “Just as nobody would have predicted that I’d end up in the insurance bracket, it turns out there’s not much that you can safely predict in running a small business. Insurance may seem like a mundane realm, but as the poems show, it’s a rich tapestry of human chaos, from tragedy to comedy and beyond.”

Fiona Mayo, Chief Marketing Officer at Hiscox UK, said: “(Clarke’s) passion for understanding people and their stories really resonates with us, and it’s been fascinating to observe his creative take on our customer claims. His new poems are there to be enjoyed but are also a great reminder of how important it is to be ready for life’s unexpected challenges.

In September, Hiscox launched another quirky brand campaign, focusing 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 included 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.

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