Fox & Hare Supports Launch of New Advertising Campaign with Superscript
Having raised £10M in a Series A Investment round in early 2020, and rebranded from ‘Digital Risks’ in July 2020, insurtech start-up Superscript approached Fox & Hare with a brief to produce a hero brand campaign that could raise awareness of their new look and disruptive product offering.
As a new business ourselves, Fox & Hare felt an intrinsic connection to Superscript’s mission and purpose: to protect companies like itself with customisable, monthly, business insurance. This was the core of the campaign, to celebrate the more finite moments that its experienced in its own journey as a small business, that could be overlooked but should be viewed as achievements!
In order to capitalise on the momentum of the re-brand, Fox & Hare needed to work at speed to help produce this brand campaign. From pitch to launch, the life-cycle of this campaign took just over three months - it was a busy summer. As a new social impact consultancy, Fox & Hare are proud of what it could achieve within this speedy timeframe and limited budget; its finding that its ability to be agile and dedication is proving to be hugely appealing to prospective clients.
A key output of its partnership with Superscript was the creation of a media neutral concept. The concept explores five moments of setting up a business that all business owners celebrate - from your first review or to your first business win. This was used as the core message and editorial tone across multiple channels including OOH billboards and roadside posters, as well as radio, podcast and social advertising.
To echo this authentic message visually, Fox & Hare helped organise and execute a photoshoot to capture original photography for this campaign. Alongside Superscript, and video production agency Reuben + Jamie, this photoshoot captured five business owners in a moment of harmony, to be used as a way to identify Superscript’s vivacious brand in a more ‘traditional’ B2B sector.
The visual identity of this campaign needed to compliment Superscript’s brand values: authentic, unafraid and relatable to SMEs and self-employed business directors, championing everyday people as the heroes of their brand. Fox & Hare sourced authentic talent who are all business owners, or freelancers unique to Superscript’s key sectors, and worked with a fantastic crew to achieve this in a two day photoshoot in the days leading up to August Bank Holiday Weekend.
