International specialist insurer, Hiscox announced the launch of its first fully integrated campaign.
The Barcode campaign, expands its award-winning “Encourage Courage” brand platform aimed at US small businesses.
Hiscox was the first insurer to offer US small businesses the ability to purchase insurance direct online and in real time.
The company specializes in insurance for small business owners, such as professional liability (errors and omissions insurance), commercial general liability and business owners policies customized for a range of fields, including IT, consulting, marketing, photography, real estate, beauty and health.
The campaign, created by Hiscox’s marketing and advertising AOR gyro, focuses on the importance of recognizing and supporting the unique needs, challenges and risks small business owners face, as to the untrained eye, small businesses, like barcodes, can appear alarmingly similar.
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Kash Sree, Executive Creative Director for gyro, Hiscox’s marketing and advertising agency of record, commented, “The premise is that, without a deep understanding of small business, all small businesses can look the same and are offered very general, often ill-fitting, insurance coverage. They’re a bit like barcodes that can all look alike, unless you have a better understanding of their nuances, which enables you to see how very different they truly are.“
“Small businesses don’t fit into any one set mold and neither do their needs. This campaign celebrates their individuality and courage,” added Russ Findlay, Chief Marketing Officer at Hiscox USA. “It’s crucial to our clients’ success that we, as a small business insurance provider, remain nimble, adapt quickly and offer proactive, tailored solutions, as a ‘one-size-fits-all’ mentality just doesn’t work.”
Findlay went onto say, “Small businesses not only serve a critical function within the business ecosystem, but they also face a distinctive set of risks that are different than those of their larger counterparts. The Barcode campaign emphasizes the value of working with a specialized insurance partner who truly understands small businesses and can customize coverage to meet their varying needs.”
The campaign, which includes TV, print, digital and sponsorships with National Public Radio, The Wall Street Journal, Entrepreneur, ABC and Major League Baseball.
Agency: gyro, New York
Executive Creative Director: Kash Sree
Art Director: Susan Alvarez
Client Partner: Kim Corrigan
Copywriter: Colin Quinn, Kash Sree
Production Company: Alejandro Ussa
Source: gyro, New York