Hiscox Recognises Small Businesses’ Uniqueness in New Barcode Campaign

Hiscox, the international specialist insurer, today announced the launch of its Barcode campaign, which expands its award-winning Encourage Courage brand platform aimed at US small businesses. The campaign focuses on the importance of recognising and supporting the unique needs, challenges and risks small business owners face, as to the untrained eye, small businesses, like barcodes, can appear alarmingly similar. This is the first fully integrated media campaign for Hiscox USA, which will include TV, print, digital and sponsorships with National Public Radio, The Wall Street Journal, Entrepreneur, ABC and Major League Baseball.  

“Small businesses don’t fit into any one set mold and neither do their needs. This campaign celebrates their individuality and courage,” said Russ Findlay, chief marketing officer at Hiscox USA. “It’s crucial to our clients’ success that we, as a small business insurance provider, remain nimble, adapt quickly and offer proactive, tailored solutions, as a ‘one-size-fits-all’ mentality just doesn’t work.”

Small businesses not only serve a critical function within the business ecosystem, but they also face a distinctive set of risks that are different than those of their larger counterparts. The Barcode campaign emphasises the value of working with a specialised insurance partner who truly understands small businesses and can customise coverage to meet their varying needs. 

Kash Sree, executive creative director for gyro, Hiscox’s marketing and advertising agency of record, commented, “The premise is that, without a deep understanding of small business, all small businesses can look the same and are offered very general, often ill-fitting, insurance coverage. They’re a bit like barcodes that can all look alike, unless you have a better understanding of their nuances, which enables you to see how very different they truly are.“ 

Hiscox was the first insurer to offer US small businesses the ability to purchase insurance direct online and in real time. Hiscox specialises in insurance for small business owners, such as professional liability (errors and omissions insurance), commercial general liability and business owners policies customised for a range of fields, including IT, consulting, marketing, photography, real estate, beauty and health.