Hiscox - The most disastrous campaign ever
Rather than presenting a glossy image, Hiscox opted to portray the ups and downs of running a business in a wryly-told manner. The emphasis was on authenticity and acknowledging the challenges entrepreneurs encounter.
The campaign took an unconventional approach by showcasing purposely disastrous executions across outdoor and press media. This included a blank newspaper wrap for the Metro
Targeting - Small business owners, aiming to resonate with their experiences and challenges in a relatable way.
TARGET AUDIENCE
About the
Campaign -
Rather than presenting a glossy image, Hiscox opted to portray the ups and downs of running a business in a wryly-told manner. The emphasis was on authenticity and acknowledging the challenges entrepreneurs encounter.
Core Theme of the Campaign -
- Hiscox's campaign, launched on September 14, 2023, is deemed the "most disastrous" yet cleverly executed.
- It features stories of small business owners dramatizing the risks they face.
- Unconventional tactics, like a blank newspaper wrap, were employed to catch attention.
- The campaign aims for authenticity, showcasing the real struggles of entrepreneurship.
- Targeting a niche audience, it seeks to connect on a personal and relatable level.
- The approach challenges traditional advertising norms.
- The disastrous elements serve as a unique and memorable marketing strategy.