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Hiscox - The most disastrous campaign ever
Targeting - Small business owners, aiming to resonate with their experiences and challenges in a relatable way.
Core Theme of 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.
About the
Campaign -
Hiscox, a specialist insurer, launched a campaign focused on small business owners, highlighting the risks they face.
Formula applied by the Campaign to elicit customer action -
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
Business Title
A Look at
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.
Should you find value in this succinct overview, you will appreciate access to
BRAND
COLOSSAL
An exhaustive analysis we have garnered elucidating the following 3 studies -
A. The comprehensive breakdown & precise elements that led to the campaign’s success
B. Intricate details behind the campaign to ensure you don't miss any valuable insights we've uncovered
C. Components required to execute a similar campaign or a campaign of equivalent magnitude at your scale
This shall be alongside an extensive compendium of these insights for more than 1600 additional successful campaigns.
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