Hiscox: How a double bluff doubled our returns

This B2B campaign, for business insurance firm Hiscox, targeted IT consultants in small businesses via a DM pack that explicitly declared it had no relevance to a business that was not within the IT industry.

Hiscox: How a double bluff doubled our returns

Principal Authors: Matt Wyatt, VCCP; Sarah Murrin, Hiscox

About this paper

What’s the best way of targeting an IT consultant? A snappy headline? An image of a microchip?

Familiar clichés appear time after time. However, a shot of a server bears little significance to a programmer; HTML code will be irrelevant to someone who installs IT systems for multinational companies.

IT consultants were used to this treatment. Despite being a diverse, influential and lucrative audience, few brands had taken the time to think about how to talk to them.

That was...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands