2016 Silver Best use of mail

Agency WDMP

Client Hiscox

Campaign summary

It’s what’s inside that counts… and it isn’t insured

Campaign overview

Hiscox wanted to dramatically increase the targeting efficiency of their direct channel, usimng data built up over 13 years of direct experience, and reduce reliance on less effective PPC channels.

The brief was to develop a direct response programme that could create standout in a highly cluttered market and drive direct quotes.

Strategy

86% of high net worth households are in an under-insured nightmare: they needed a wake-up call to encourage them to reconsider home insurance.

To make consumers reappraise their insurance they needed to recognise their current provider was not giving them the protection they may need - and that Hiscox offered a superior service.

This message was delivered to a highly targeted audience that fitted the Hiscox proposition, but were likely underinsured.

They were selected using a combination of in-market insurance data correlated against a UK wide file which classified households based on property value, property type, household income as well as derived neighbourhood intelligence through their known insurance premiums.

This allowed the campaign to target individuals who matched Hiscox underwriting criteria and who the messaging had the most prevalence.

Creativity

Creative inspiration came from listening to customer calls where there was a common thread appearing within the high net worth individuals.

Whilst concentrating on the bigger things they wished to insure, like watches, art, jewellery, they forgot about the day-to-day. This led them to insure items such as their antique wardrobes, but neglect to consider the often vastly expensive designer items that were contained within.

This allowed Hiscox to deliver messaging in a way no other insurer ever had: ‘are all the things you love covered?’.

This made customers curious about their insurance and think deeper about their requirements. The creative featured an antique wardrobe which, once opened, revealed a collection of designer suits, shirts, dresses as their wardrobe at home would - high value purchases which might not be covered by other insurers, but are with Hiscox.

Results

The campaign drove unprecedented results delivering Hiscox’ most successful month ever.

Not only did it drive engagement through open rates and click throughs, it delivered vast numbers of traffic to the call centre and online, and due to its success the creative was then developed into digital banners as well as press ads driving a message of underinsurance.

Team

Dan Whitehead (Senior Planner) • Mike Cavers (Executive Creative Director) • Stewart Allan (Senior Copywriter) • Carlo Reale (Senior Art Director) • Louise Gornall (Senior Account Manager)