Hiscox expands out-of-home campaign

Specialist insurer Hiscox has expanded on its “most disastrous campaign ever” with further out-of-home billboards showcasing business mistakes.

The campaign highlights the challenges faced by SME business owners and the specialist protection Hiscox can offer.

Expanding on its previous campaign earlier this year, the new billboards showcase unfortunate mishaps, data leaks, and coding errors.

Fiona Mayo, chief marketing officer at Hiscox UK, said the campaign is a bold, distinctive, and veracious representation of the challenges facing its customers.

“Early indicators tell us this is really resonating with our audiences and we hope the next phase of the campaign will continue on that path,” Mayo said.

The campaign is underpinned by the message “The story of your business, underwritten by Hiscox.”

The out-of-home campaign is supported by targeted mail activation – mail sent directly to customers to reinforce the message of the campaign.

At this year’s FP Live!, Ed Birth, head of brand marketing at Hiscox UK and lead behind the campaign, called for the simplification of insurance marketing.

“It’s not a ban on jargon. It’s making our own message really simple,” he said at the event.

The billboards will be live throughout April and May across the UK.

Further activity to showcase the protection offered by Hiscox is expected later this year.