Winning The Drum Awards for B2B in the Rebrand or Relaunch category was Total Media and Hiscox with a piece of work dubbed The Most Disastrous Campaign Ever. Here is the award-winning case study.
How could Hiscox make its campaign unmissable, despite not having the lofty budgets of the big-name high street insurers?
Hiscox is well known for its distinctive red and black advertising of the past. However, in recent years, there has been a shift in budget away from brand advertising to lower-funnel acquisition comms. Although this shift initially supported short-term sales, it came at the expense of long-term brand building. The comms that did run over this period were more cautious and conservative and not the source of internal pride they once were. The impact? Three years of declining brand metrics and increased acquisition costs, stifling their growth and prompting a need for strategic reversal.
Hiscox had to …