How do you persuade customers to pay more for value in a highly competitive industry?

For over 100 years, Hiscox’s customer service has set them apart and won them one accolade after another. But Hiscox’s claims service isn’t just about speed and reliability. The claims team have earned a reputation for eschewing scripts and resolving unique situations with quick, out-of-the-box thinking. Insurance is a tricky industry. Not only is it highly competitive, but because there’s usually no immediately tangible benefit — indeed, most customers probably hope they’ll never need to claim — it’s tempting to put price over value. That’s where Rocksalt came in.

The Best Bits

We delivered claims stories to go with an animated YouTube video series and social media copy for Twitter and LinkedIn. By putting value over price, we helped customers make an emotional connection, realising that sometimes you might need more from your insurer than just a financial cushion. After all, money can’t buy happiness… especially where our most treasured memories are involved.

The Brief

We set out to show that it’s worth paying a little bit more for a Hiscox policy by highlighting the claims staff’s warmth, empathy, and creativity in situations where clients lost family heirlooms and other irreplaceable items — items policy payouts could never make up for.

When we studied Hiscox’s heritage and culture it became clear who the heroes of the campaign should be: the customers.