Integrated online and offline advertising - Hiscox

Hiscox

Location based online advertising

  • Highly targeted and innovative online advertising
  • Fully integrated with and supported by local outdoor advertising
  • Click through rates – 5 times higher than average

Insights

In order to promote their home and professional indemnity insurance products, Hiscox realised that the target audience for these were ‘time poor’ SME professionals and AB consumers often out of the office or home.  These audiences are notoriously difficult to identify and engage with especially as Hiscox have low awareness in certain categories.  As a challenger brand, Hiscox were willing to pioneer new and original ways to advertise online and gain the attention of their prospects, particularly if the activity could be integrated into their overall approach.

Ideas

To reach our target audiences of ‘on the go’ businessmen and AB adults, we partnered with the innovative location based wi-fi network JiWire, that serves customers with targeted adverts as they waited for their connection on any BT OpenZone area.  Selecting ‘on-the-go’ wi-fi hotspots such as airports, cafes, hotels and London train termini, where the targets would travel through and Hiscox had supporting outdoor advertising nearby, we were able to deliver a wholly effective integrated message.

Measurement

The activity has been a great success, with click through rates being 5 times higher than the Hiscox average for online advertising.  As well as that, click through rates are twice that of other financial services advertisers on JiWire.  Based on results to date, we are now evaluating the other media opportunities that JiWire can enable. These include sponsored Wi-Fi sessions, delivering an even higher level of brand engagement in exchange for free Wi-Fi access