The Most Disastrous Campaign Ever

Client: Hiscox

After years of focusing on short-term acquisition over long-term brand building, Hiscox's brand metrics declined, growth targets were missed, and awareness slipped, leaving the brand struggling to stand out in a crowded, highly competitive market. To reclaim its position as the go-to insurer for small business owners and decision-makers, Hiscox needed an authentic, insight-driven campaign that reconnected with its core B2B audience.

Our deep dive into SME behaviour revealed two powerful insights which became the cornerstone of our strategy: the common ground among SME customers and the biggest barrier to purchase – risk awareness. Armed with these insights, we launched a disruptive campaign featuring several special-build OOH sites, national roadside and commuter ads, and a standout radio campaign to drive brand fame and engagement. Digital and social targeting reinforced the message mid-funnel, demonstrating Hiscox’s deep understanding of the risks SMEs face.

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.