28th January 2009

Insight prompts shift from TV to Press

Customer insight agency Acquity (formerly Tri-Direct) has unveiled its strategy for specialist insurers Hiscox. Since winning Hiscox’s search business last year, Acquity has carried out an audit of activity and has recommended a move to press away from TV.  This quarter sees major investment in quality and national press to drive awareness using dominant, premium positions in weekend issues. Online activity will mirror the presence in the press.

Acquity carried out a wealth mapping exercise identified 200-plus postcode sectors that were underrepresented in terms of policy sales despite analysis revealing a greater propensity to buy Hiscox products so additional activity includes an outdoor campaign at key stations across London and the South-East to hit high-income commuters.

Richard Davies, Managing Director, Acquity said: “TV has been great at building the brand over the past three years but we lacked sustained momentum and consistency. Home insurance is a year-round consideration so we wanted to increase frequency, tighten the targeting and use more touch points to deliver a powerful set of messages. The press, posters, PPC and Direct Mail activity for this year has been finely calibrated to reach and speak to AB adults with the requirement for Hiscox’s specialist insurance”.

Glenn Caton, Sales & Marketing Director Hiscox UK, said: “Changing market conditions meant taking a cool look at our ongoing strategy.  Acquity has already delivered great results with the PPC activity that they took over last year and our own IPSOS/Mori research demonstrated conclusively that press was having a huge impact on our online quote service.  We need to offer continuity of presence and consistency of message to the marketplace.  Acquity has shown how we can achieve a layering of messages, integrated across all channels and led by press to present a richer, more engaging brand to our customers.”

Creative is being handled by VCCP.