Hiscox Focuses On Liability Insurance

• by Tanya Gazdik , April 29, 2012

Hiscox has launched a cross-platform campaign promoting its customized small business liability insurance offerings.

The campaign, from Tribal DDB New York, aims to raise awareness about Bermuda-based Hiscox’s small business insurance for professional services and to drive business owners to get a customized quote.

Hiscox currently is the only U.S. insurer to enable small businesses to purchase business insurance direct and online in real-time, according to the company.

"The Right Insurance, Right Now" features a video, "Anthem," illustrating the unique aspects of being a small business owner, such as a photographer working outside of the confines of an office, an IT professional bringing solutions to his clients, and an independent consultant striking a work/life balance.

The campaign also features 15-second and 30-second online video spots, website updates, and a series of online media executions. The objectives of the campaign are to raise awareness, motivate people to visit the site for a quote, and convert previous site visitors into customers.

Rich media executions feature online video and an interactive, animated series of stories tailored to different professions. Online advertising appears on websites such as CNNMoney, Slate.com, Inc.com and Fora.tv.

It drives users to http://www.hiscoxusa.com/small-business-insurance/. Advertising will continue through the fall with ad optimization throughout the campaign based on creative performance.

The campaign targets entrepreneurs, start-ups and small business owners across a range of professional service industries. The company says 65% of businesses in the target demographic have an existing policy with a broker, and the rest probably have no insurance.

Creative focuses on our specialization in specific industries like consulting, IT, design and  real estate, said Phil Thorn, head of marketing for Hiscox’s small business insurance in the U.S.

“We don’t just say we specialize, we prove we understand a business owner’s individual needs by highlighting the toolkits of professions in our target industries,” Thorn said in a release. “We hope this new campaign continues to build brand awareness and differentiate us from the competition.”