Hiscox Insurance Continues its ‘Most Disastrous Campaign Ever’

Specialist insurer Hiscox has unveiled the next phase of its brand campaign, produced in partnership with Uncommon Creative Studio.

The 'Most Disastrous Campaign Ever' returns with even more catastrophic executions including data leaks, coding errors and awkward mistakes. The creative continues to spotlight the risks and challenges SME businesses face daily, with the campaign line ‘The story of your business, underwritten by Hiscox’.

One special build (a billboard wrapped in a giant ripped envelope, revealing supposedly confidential information) dramatises the threat posed by data leaks. A targeted mail activation extends the campaign, when envelopes land on doorsteps already ripped open, tapping into the inherent sense of intrusion that is triggered when post appears to have been tampered with.

The campaign also features an incorrectly coded digital screen, a poster seemingly written by a small child, an upside-down billboard and a smashed digital out-of-home screen.

The campaign highlights the specialist protection Hiscox offers SME owners throughout the UK against small mistakes that come with big consequences.

Fiona Mayo, chief marketing officer, Hiscox UK said, “We set out to create a campaign that was a bold, distinctive and veracious representation of the challenges facing SMEs today. Early indicators tell us this is really resonating with our audiences and we hope the next phase of the campaign will continue on that path.”

Since the launch of 'The Most Disastrous Campaign' late last year, Hiscox has seen a significant uplift in both Spontaneous Brand Awareness and commercial metrics.

Additional activity highlighting Hiscox’s specialist sector credentials is planned for later this year as well as for Hiscox’s home and contents insurance product.

These new disastrous executions will be live throughout the UK in April and May.