Tribal DDB Creates Integrated Campaign for Hiscox Promoting Specialized Insurance for Small Business
Hiscox is First in US to Offer Insurance for Small Business Professionals That Is Direct, Online, and in Real Time
27 Apr, 2012, 09:30 ET
NEW YORK, April 27, 2012 /PRNewswire/ -- Hiscox and Tribal DDB New York have launched a cross-platform campaign promoting Hiscox's range of customized small business liability insurance offerings. The campaign is designed to raise awareness about Hiscox's small business insurance for professional services and drive business owners to get a customized quote. Hiscox is the first and only US insurer to enable small businesses to purchase business insurance direct and online in real-time.
The "The Right Insurance, Right Now" campaign 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 targets entrepreneurs, start-ups and small business owners across a range of professional service industries like these.
"On the whole, 65% of businesses in the target demographic have an existing policy with a broker, and the rest probably have no insurance. Small business owners have a practical and emotional need to protect their success from risks such as frivolous lawsuits, property damage and subcontractor mistakes," said Richard Guest, President, Tribal DDB US. "Hiscox gives you the right protection for your unique small business, and fills a void in the current insurance market offerings."
The campaign features :30 and :15 online video spots, website updates, and a series of online media executions covering a variety of objectives: 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 highly trafficked websites such as CNNMoney, Slate.com, Inc.com, and Fora.tv.
"The new campaign focuses on our specialization in specific industries like consulting, IT, design, real estate and more," said Phil Thorn, Head of Marketing for Hiscox's small business insurance in the US. "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. More and more, customers are discovering the benefits of buying small business insurance direct from Hiscox and we hope this new campaign continues to build brand awareness and differentiate us from the competition."
The integrated campaign for Hiscox USA, "The Right Insurance, Right Now," launched April 16 with online advertising that 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.
Creative Director: Josh Rhode
Associate Creative Director: Josh McGuire
Producer: Kolby Slocum
Director: Peter Gagnon
Production Company: Perception
About Tribal DDB Worldwide
Tribal DDB Worldwide (www.tribalddb.com), a global creative agency, is headquartered in New York City with 60 offices spanning 42 countries around the globe. Since its founding in 2000, Tribal DDB has expanded and been recognized well beyond its digital roots. By 2005, Tribal DDB was named Interactive Agency of the Year by Adweek and was heavily recognized at the Cannes International Advertising Festival, where it took home the most Lions and the Cyber Grand Prix. In 2007, Tribal DDB was the first "digital" agency to be named Global Agency Network of the Year by Advertising Age and in 2009 was the first to win the Grand Prix in Film at the International Advertising Festival at Cannes. The agency was recently inducted into The FWA Hall of Fame in 2012, an industry-recognized Internet awards program and inspirational portal that honors cutting-edge digital creativity. Tribal DDB continues to draw on its expertise in digital innovation and its heritage of creativity and insights to bring clients the most effective and discerning marketing solutions for today's world. Tribal DDB Worldwide is part of Omnicom Group's (NYSE: OMC) DDB Worldwide.
About Hiscox Small Business Insurance
Hiscox, the international specialist insurer, is headquartered in Bermuda and listed on the London Stock Exchange (LSE:HSX). Hiscox is the first company in the U.S. to offer insurance for professional services businesses with 10 employees or less direct, online, and in real-time. We provide professional liability, general liability and business owner's insurance, underwritten by Chicago-based Hiscox Insurance Company Inc., which is rated 'A' (Excellent) by A.M. Best Company. Additional information can be found on the Why Choose Hiscox? page. Coverages are subject to underwriting and may not be available in all states.
Hiscox also provides professional liability, property and specialty insurance to US businesses through US-based brokers. This communication does not constitute a solicitation of business by Hiscox's syndicates at Lloyd's, London. Read more news from Hiscox Small Business Insurance.
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SOURCE Tribal DDB Worldwide
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