Hiscox, one of the UK’s leading insurers of higher value homes, has launched a new advertising campaign on TV and in print.
Entitled “Certainty”, the campaign continues Hiscox core marketing theme of insuring with confidence. It emphasises that more than half the claims paid out by Hiscox every year would not have been paid by a standard insurer.
Shot in Toronto, Canada, the campaign breaks with a 60 second slot and will run for five weeks at prime time viewing on all major satellite channels and terrestrial channels in key regions including ITV, Channel 4, Five and Five US and Sky Sports.
The schedule features both 30 and 60 second versions of the ads. A second burst is currently planned for February 2008.
The advertising is part of an integrated £10m marketing campaign, supported by press advertising, digital marketing and public relations activity.
The new work targets the growing number of affluent homeowners in the UK and builds on Hiscox’ first TV campaign, “Superstitions”, which first ran in May 2006 and featured a well dressed man confidently ignoring typical signs of bad luck, including a road full of black cats, because he is protected by Hiscox.
Group Marketing Director, Hiscox, Glenn Caton, said, “The 'Superstitions' execution has been very successful in building brand awareness for Hiscox among wealthier homeowners and now is the right time to refresh our campaign to encourage more doubt at the point of purchase and emphasise the confidence that people can have in Hiscox policies.”