How do you grab customers’ attention and compel them to take action in 15 seconds or less?
With the small business insurance market becoming increasingly crowded and customers’ attention spans dwindling, it’s ever more important for insurers to stand out.
Enter Rocksalt’s team of creative copywriters, who helped award-winning insurers and long-time clients Hiscox get noticed and remembered by the right people.
The Brief:
Increase brand awareness and boost customer enquiries by highlighting Hiscox’s expertise as a specialist small business insurer and their reputation for market-leading customer service.
We were asked to review their current crop of slogans and develop eye-catching new ones that would resonate with small businesses for a series of short (15 seconds and under) video ads and an out-of-home campaign.
Our Approach:
To make sure we struck a chord with as many small businesses as possible, we created slogans for every stage of the buyer’s journey: awareness, consideration, decision, and retention.
For the awareness and consideration stages, we brainstormed slogans around how Hiscox policies protect businesses from specific risks. For the decision and retention stages, we highlighted Hiscox’s track-record and reputation for going the extra mile for their customers… and how customers benefit from this.
At each stage, we based our slogans on three key themes:
Hiscox’s history and track record as a small business insurance specialist
Tailor-made cover
Hiscox’s consistently high customer satisfaction ratings
With a long list to work off of, we picked the strongest ideas and developed them further as a team to make sure the messages were clear, compelling, and packed a punch.
The Best Bits:
Every small business values their reputation and wants to protect the ideas they’ve worked so hard to develop. Framing the messaging around this helped trigger an emotional response and positioned Hiscox as the obvious choice for high quality insurance that has your back when you need it.
