Over three years, Hiscox’s focus on short-term sales and conservative communications led to declining brand metrics and rising costs. To reverse this trend, Hiscox aimed to increase brand awareness and reignite growth.
Guided by our key insights revealing significant commonality among SMEs and the critical importance of awareness regarding the risks of being underinsured or uninsured, we created a campaign that reached the entire small business insurance market across OOH, a blank Metro cover, an engaging WeTransfer takeover, WeWork domination and disruptive radio ads.
Despite the campaign’s apparent “disastrous” nature, the results were far from it, with Hiscox seeing a 52% increase in unaided brand awareness, a 47% increase in brand keyword searches and a 16% growth in sales, leading to their highest-ever annual profit.
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