Specialist insurer Hiscox has launched the first of three new integrated marketing campaigns that will target SMEs, insurance brokers and high-value homeowners.
The first campaign, launched this week, targets small and medium sized businesses, a core audience for the insurer and focusses on the stories of SMEs, underscoring the risks and challenges they face.
Fiona Mayo, UK marketing director, Hiscox UK said the campaign was designed to show that Hiscox is “a different type of insurer.”
She explained: “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.”
The campaign title for the initial SME campaign is ‘the story of your business, underwritten by Hiscox’.
Following the initial consumer campaign, subsequent “executions” are planned to target insurance brokers, along with a campaign targeting homeowners, provisionally scheduled between the end of 2023 and early 2024.
The campaigns will feature posters, out of home (OOH), radio advertisements, digital marketing and PR.
The initial advertising includes a blank newspaper wrap for the Metro accompanied by inside and back page ads that read ‘you missed the deadline to supply a front page for your client’s cover wrap and now they’re threatening to get legal.’