Tribal DDB Creates Integrated Campaign for Hiscox Promoting Specialized Insurance for Small BusinessApril 27th, 2012
Hiscox is First in US to Offer Insurance for Small Business Professionals That Is Direct, Online, and in Real Time
Hiscox and Tribal DDB New York have launched a cross-platform campaign promoting Hiscox’s range of customized small business liability insurance offerings. The campaign is designed to raise awareness about Hiscox’s small business insurance for professional services and drive business owners to get a customized quote. Hiscox is the first and only US insurer to enable small businesses to purchase business insurance direct and online in real-time.
The “The Right Insurance, Right Now” campaign features a video, ”Anthem,” illustrating the unique aspects of being a small business owner, such as a photographer working outside of the confines of an office, an IT professional bringing solutions to his clients, and an independent consultant striking a work/life balance. The campaign targets entrepreneurs, start-ups and small business owners across a range of professional service industries like these.
“On the whole, 65% of businesses in the target demographic have an existing policy with a broker, and the rest probably have no insurance. Small business owners have a practical and emotional need to protect their success from risks such as frivolous lawsuits, property damage and subcontractor mistakes,” said Richard Guest, President, Tribal DDB US. “Hiscox gives you the right protection for your unique small business, and fills a void in the current insurance market offerings.”
The campaign features :30 and :15 online video spots, website updates, and a series of online media executions covering a variety of objectives: raise awareness, motivate people to visit the site for a quote, and convert previous site visitors into customers. Rich media executions feature online video and an interactive, animated series of stories tailored to different professions. Online advertising appears on highly trafficked websites such as CNNMoney, Slate.com, Inc.com, and Fora.tv.
“The new campaign focuses on our specialization in specific industries like consulting, IT, design, real estate and more,” said Phil Thorn, Head of Marketing for Hiscox’s small business insurance in the US. “We don’t just say we specialize; we prove we understand a business owner’s individual needs by highlighting the toolkits of professions in our target industries. More and more, customers are discovering the benefits of buying small business insurance direct from Hiscox and we hope this new campaign continues to build brand awareness and differentiate us from the competition.”
The integrated campaign for Hiscox USA, “The Right Insurance, Right Now,” launched April 16 with online advertising that drives users to http://www.hiscoxusa.com/small-business-insurance/. Advertising will continue through the fall with ad optimization throughout the campaign based on creative performance.
Creative Director: Josh Rhode
Associate Creative Director: Josh McGuire
Producer: Kolby Slocum
Director: Peter Gagnon
Production Company: Perception