Unlike general insurers, Hiscox had been specializing in business for over 100 years and unlike generalist insurers, Hiscox knows no two businesses are alike. Which is why they customize each policy to fit each business’s unique needs.

We equated each business to be like a barcode - they may look the same from afar but on closer inspection, all are quite different. We created a campaign that could work on TV, video, print and social media and highly targeted to small business owners.

The campaign increased brand awareness by 29% and ad recall by a whopping 59%. Surprisingly, although the campaign was more tactical than emotional, brand affinity increased by 53% and consideration by 17%.

In the end, the barcode campaign helped build perceptions that Hiscox is a trustworthy small business insurance expert. It also gave us an excuse to make wine labels announcing the campaign at the National Sales Meeting.