After focusing on copyright infractions and real advertising disasters, HISCOX AND UNCOMMON They sign a new campaign piece, this time in the field of direct marketing.
It is a physical letter sent to potential customers with a visible stain of red wine, as if a cup of a good burgundy on paper had accidentally spilled. A provocative gesture that contains more than a visual wink: it is a tangible demonstration of the risk and the value of being covered by home insurance.
“We wanted to show that we deeply understand the world of our clients”
The action is part of a new campaign to promote the HISCOX specialized home insurancedesigned for properties with high heritage value and exceptional content. A demanding market, with customers who do not look cashmere and carefully cured wineries.
“We wanted to show that we deeply understand the world of our clients, and that this is not simply another home insurance.”explains Ed Birth, Head of Brand Marketing in Hiscox. “That is why the letter refers to those elements that they know they need specialized protection.”
Image shared by Ruth Shearn On LinkedIn
The technical detail behind creativity is so handmade that the Uncommon agency carried out multiple rounds of experimentation to achieve the perfect effect, using real wine and different papers until finding the exact point between visual impact and readability.
This activation for this product in several years is part of a line of communication that Hiscox has been cultivating a while ago: from campaigns that show how a minimum failure can have disastrous consequences, even pieces that raise the insurance trade to an almost cultural issue. And with the distinctive firm of the British agency UNCommon.
The stained wine letter is an example of how a brand can enter the life of the consumer, challenge it with a simple gesture and, from there, build value, since the stain ceases to be a metaphor to become a real threat. And that’s where he enters HISCOX as an insurer and as an accomplice to a real fear of the client.
