HISCOX: ‘RIDE’

Giving small businesses something they can recognise. Vertigo

PROBLEM: Talk about fear without frightening your audience off.

SOLUTION: Remind them that fear can be fun.

MEDIA: OOH/DIGITAL OOH

Hiscox’s long-running ‘small and the brave’ campaign aims to target SME owners by demonstrating an understanding of what it’s like to go it alone. And if can often feel like a bit of a white knuckle ride.

The rollercoaster entry into the campaign emphasised the exhilaration and fear of running a small business with a beautiful shot of a big-dipper track (a 3D-printed model, created by Asylum and shot by Paul Zak).

The media plan also included some high profile digital outdoor. Rather than simply repurposing the key press still, we switched the perspective to the first person and gave travellers at London mainline stations a 20 second burst of vertigo (lead animator: John Bancroft at VCCP Digital).