London, UK (14 September 2023) Specialist insurer Hiscox has unveiled its new, nationwide brand campaign.
The campaign focuses on the stories of small business owners, dramatising the risks and challenges they face, through a series of wryly-told scenarios. The campaign line is ‘The story of your business, underwritten by Hiscox’.
Developed by creative studio Uncommon and bought and planned by Total Media, the new advertising is part of an integrated marketing campaign featuring posters, radio ads, digital marketing and public relations activity.
The initial launch targets SMEs, a core audience for the insurer with executions to target insurance brokers expected also launching this week. A campaign aimed at high value homeowners is expected towards the end of this year or early 2024.
In addition to conventional media spaces, the campaign includes a wide range of innovative ‘special-build’ outdoor executions that physically represent the risks shown within the ads. Water cascades across one poster site to highlight water damage from burst pipes, while seemingly exposed wires dramatise electrical hazards. Ads that appear to have been duplicated, mis-sized and incorrectly installed are also part of the campaign, running across 17 UK towns and cities.
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.”
Ends
For further information please contact:
Katie Bergin, Senior Communications Manager, Hiscox: [email protected] / 0787 295 3065
About The Hiscox Group
Hiscox is a global specialist insurer, headquartered in Bermuda and listed on the London Stock Exchange (LSE:HSX). Our ambition is to be a respected specialist insurer with a diverse portfolio by product and geography. We believe that building balance between catastrophe-exposed business and less volatile local specialty business gives us opportunities for profitable growth throughout the insurance cycle.
The Hiscox Group employs over 3,000 people in 14 countries, and has customers worldwide. Through the retail businesses in the UK, Europe, Asia and the USA, we offer a range of specialist insurance products in commercial and personal lines. Internationally traded, bigger ticket business and reinsurance is underwritten through Hiscox London Market and Hiscox Re & ILS.
Our values define our business, with a focus on people, courage, ownership and integrity. We pride ourselves on being true to our word and our award-winning claims service is testament to that. For more information, visit www.hiscoxgroup.com.
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