Hiscox
Boost brand awareness among small businesses and freelancers
#Communication #Marketing #Branding #Creativity #Boldness
↳ Context
In the fiercely competitive insurance landscape, dominated by established players with massive budgets and fiercely competitive InsurTechs promising simplicity and accessibility, Hiscox—a specialist insurer for small businesses and freelancers—aims to stand out despite having limited budgets.
↳ Challenge
Overcome the “David and Goliath” position with a bold campaign that breaks away from traditional insurance norms.
↳ Strategy
In this crowded market where all insurers claim to put people first, closeness has become an overused argument. It's a vague, standardized promise that often feels false. Hiscox differentiates itself by emphasizing its affinity with its clients: an expert understanding of the professions it insures. The idea: to speak to professionals with the precision of an expert in their field—a straight-talking approach that shows we understand their challenges, not just insuring them.
↳ Achievements
To stand out in such a market, you must either speak as loudly as your competitors or break away from the traditional insurance norms. We chose the latter, with a bold two-part campaign.
↳ Phase 1 : a brand awareness campaign focusing on HISCOX, daring to play with its own name, which is not well-known and challenging to pronounce. This is a rare stance in communication, where the brand name is generally "sacred".
↳ Phase 2 : a brand awareness campaign centered around the flagship product for small businesses and self-employed clients, Professional Liability Insurance (RC Pro), daring to openly discuss the challenges, incidents, or accidents that professional insureds might encounter (or cause) in their daily operations. This approach translated on social media into a variety of highly engaging formats. Stories, video snippets, mini-fiction, carousels... each medium dives into the core of the targeted professions.
A clear closing message signs off the campaign: Hiscox knows how to defend you.
