The Most Disastrous Campaign Ever

Client: Hiscox

Hiscox faced a challenge in revitalising its brand amidst shifting budgets away from brand advertising, leading to declining metrics and increased acquisition costs. To reverse this trend, Hiscox aimed to increase brand awareness and reignite growth. However, in a low-interest category where it’s hard to create impact, especially when you don’t have the budget to match that of the leading high-street insurers, how could we make Hiscox unmissable?

Introducing the most disastrous campaign ever. Guided by key insights revealing significant commonality among SMEs and the critical importance of awareness regarding the risks of being underinsured or uninsured, we crafted a campaign built on deep audience understanding. Using this data, we were able to accurately reach our core SME audience with sector-specific, insight-based messages to show we understood their challenges through social and digital display. Despite the campaign’s apparent “disastrous” nature, the results were far from it. Increased awareness and sales propelled Hiscox to achieve its highest-ever annual profit.