Hiscox Insurance has launched a bold new direct mail campaign, continuing its attention-grabbing approach to marketing.
While many companies are shifting away from using mail in campaigns, the insurer’s latest campaign includes a letter sent to customers, appearing to show a red wine spill.
The letter is accompanied by the message;” The most expensive bottle of wine in your home isn’t always the one in your wine rack. It can be the one that spills over your Persian rug, your partner’s cashmere overcoat or your antique furniture.”
Rather than simply explaining accidental damage, the campaign visually demonstrates how a seemingly minor accident can escalate financially without the right cover.
The campaign spotlights the insurer’s home insurance offering, which is designed for high-value properties and contents. It marks Hiscox’s first home insurance-focused campaign in several years, with more planned to follow.
This latest campaign follows a string of unconventional moves by Hiscox. Its previous ‘Most Disastrous Campaign Ever’ famously borrowed iconic branding from Specsavers, Weetabix and Cillit Bang to draw attention to copyright infringement protection.
For example, one billboard adapts Specsavers’ famous tagline, changing “You should’ve gone to Specsavers” to “You should’ve gone to Hiscox,” using the retailer’s distinctive fonts and colours.