Most Disastrous Campaign Ever

Agency: Total Media
Client: Hiscox

After years of focusing on short-term acquisition over long-term brand building, Hiscox's brand health declined, growth targets were missed, and awareness slipped, leaving the brand struggling to stand out in a crowded market. A bold resurgence was needed.

Our deep dive into SME behaviour revealed two powerful insights which became the cornerstone of our strategy: the common ground among SME customers and the biggest barrier to purchase - risk awareness. Armed with these insights, we launched a disruptive campaign starting in September 2023 through to the end of 2024 featuring several special-build OOH sites, national roadside and commuter ads, and a standout radio campaign to drive brand fame and engagement. Digital and social targeting reinforced the message mid-funnel, demonstrating Hiscox’s deep understanding of SME risks. Despite the campaign’s apparent “disastrous” nature, the results were far from it. Increased awareness and sales propelled Hiscox to achieve its highest-ever annual profit.