Marketing in the insurance space tends to highlight the negative, but Hiscox looks at the upside to taking risks in its new “I’mpossible” campaign.
Hiscox markets liability insurance for small businesses. The new campaign—an extension of a larger brand platform launched in 2014, “Encourage Courage”—focuses not only on the accomplishments of small businesses, but the people behind those businesses, says CMO Russ Findlay.
“’I’mpossible’ gave us the ability to freshen and dimensionalize ‘Encourage Courage’ further,” he notes.
The ads feature several Hiscox customers, such as hairstylt Alicia Igess, who was left homeless and without the tools of her trade after a fire; and Amy Genzlinger, a corporate trainer who turned to art after her vocal cords were accidentally detached during surgery.
“We’ve learned through research that people believe in themselves way more often than not, so let’s celebrate that fact,” says Findlay. “Let’s take on risk in a positive way.”
“Fear is a short term motivator—it can come from anywhere and you’re going to have to react to it,” he said at last year’s BMA Masters of Marketing conference in Chicago. “But it won’t be inspiring and it won’t be motivational.”
The focus in the campaign, created with B2B agency gyro, is to drive top of the funnel awareness and brand affinity. The ROI of the initiative, launched in early February, will be gauged on that awareness and, of course, the number of qualified leads generated. The call to action in the ads are vanity URLs or phone numbers, tied to each specific media placement to quantify response.
“I’mpossible” is being featured in online ad placements, as well as paid social, radio TV and targeted print placements to reach the approximately 150 different industry segments Hiscox currently insures.
Because the target audience is small businesses, the sale cycle can be as quick as 30 minutes after someone visits the site. For renewals or companies looking to change policies that are about to expire, the cycle might be a few weeks.