Hiscox launches integrated ad campaign

Share this article:
Philip Thorn of Hiscox
Philip Thorn of Hiscox

Hiscox, an insurance provider for small businesses, launched an integrated ad campaign to promote its range of online insurance products, said Philip Thorn, head of marketing US direct, Hiscox USA.

Tribal DDB, its AOR, developed video, direct response, online and search elements for the campaign. Media agency PHD handled media.

Dubbed “The Right Insurance, Right Now" the campaign features 15- and 30-second video spots and online advertisements that appear on websites including CNNMoney, Slate.com, Inc.com and Fora.tv. In May, Hiscox will incorporate direct mail.

“We tested direct mail last year and had good results with it,” Thorn said.

Hiscox has provided online insurance specifically for small businesses in the UK for eight years, and launched in the US about a year and a half ago, Thorn said.

“We couldn't believe no other insurance brand in the US was selling this type of insurance direct and online and felt it was a huge opportunity for us,” Thorn said. “The big point of difference is we customize the policies to the different industry types. If you are a technology or IT consultant, you'll get slightly different coverage than a general business consultant. We really understand the different risks by industry.”

The featured video depicts small business owners, including a photographer, IT professional and an independent consultant—the exact type of white collar, office-based small business owners the campaign is targeting.

Last year, Hiscox launched Leap Year, a branded-entertainment web TV series that followed a group of friends who decide to start their own business together. Season two will launch in June, the company said.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

IAB Tech Lab to Set Global Digital Marketing Standards

IAB Tech Lab to Set Global Digital Marketing ...

In looking to solve complex tech issues, the association opens up full membership to agencies and solutions providers.

Integration Meets Innovation in Planters' Digital Campaign

Integration Meets Innovation in Planters' Digital Campaign

The snacks brand found a healthy way to navigate today's world of digital marketing saturation.

USA Today Decides to Play Games for Real

USA Today Decides to Play Games for Real

It partners with game-maker Arkadium to add 60 new digital games to its site, offering advertisers more segmented breakdowns of players.