Lightning strikes twice
Hiscox’s ‘Superstitions’ TV and print advertisements last year were a hard act to follow, but the recent ‘Certainty’ campaign has done it in style. First aired on 6 August, the TV advert ran for five weeks in prime-time slots on all major satellite and terrestrial channels.
The theme of the campaign is insuring with confidence, emphasising that more than half the claims paid out by Hiscox every year would not have been paid by a standard insurer. In the TV advert, a spectacular storm represents the often difficult circumstances surrounding making a claim but, by the end, clear skies have emerged.
The advert is part of a £10 million marketing campaign to target the growing number of affluent homeowners in the UK. Glenn Caton, Sales and Marketing Director, said: “‘Certainty’ is our second marketing campaign to raise awareness of specialist insurance and the confidence people can have in the Hiscox brand name and policies. We expect to see brokers benefit from an increase in new business enquiries and from customer retention.”
If you missed the TV advert, you can catch it when it runs again in February.
To view the ‘Certainty’ advert online, visit www.hiscox.com
Get into the head of SMEs
New research from Hiscox shines a light on how small and medium-sized businesses behave when it comes to insurance. While they are aware of the risks they face, SMEs tend to start with what they think is the minimum cover necessary and then add more as their business develops. They value brokers’ ability to interpret and advise on insurance matters, but feel that brokers have a tendency to oversell and can be more expensive. That said, most SMEs are satisfied with the service their broker provides and, as a result, few are planning to change their broker. In fact, they typically stay with their broker for more than ten years.