“A different kind of animal” campaign

To continue the success of the 2009 Rocket campaign Hiscox launched the “A different kind of animal” campaign in May to remind brokers of our commercial scheme services and create awareness of the dedicated schemes team.

The 2010 campaign additionally aimed to encourage brokers to consider switching their schemes over to Hiscox.

Unusually for a Hiscox broker marketing campaign this one had to address non-Hiscox brokers as well as Hiscox ones. Advertising in the Insurance Times, linking to their website and using the stand at BIBA would help with the messaging to this audience. The campaign also included a supporting schemes leaflet that would form part of a pack for the local offices to take on scheme meetings.

The campaign continued the quirkiness of the 2009 campaign. The images used were of a balloon dog, an origami fish and a wooden model ant – all in the Hiscox red. These were used in quarter page teaser ads in the Insurance Times before the reader turned to a full page ad with information about schemes.

The dog, fish and ant all featured in other elements of the campaign, taking pride of place at the BIBA stand (more here).

The commercial schemes leaflet featured the campaign look, too. It covered how we can help in terms of underwriting, processes, marketing support and claims. It also included testimonials from brokers that have set up commercial schemes with us.

Karen Hopson, Broker Marketing Manager, said: “The campaign managed to integrate the many diverse schemes in an intriguing way while still retaining the look and feel of the Hiscox brand and the wit of the previous commercial scheme campaign.”