{"id":70524,"date":"2013-06-07T16:49:56","date_gmt":"2013-06-07T16:49:56","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/ad-of-the-week-hiscox\/"},"modified":"2013-06-07T16:49:56","modified_gmt":"2013-06-07T16:49:56","slug":"ad-of-the-week-hiscox","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/ad-of-the-week-hiscox\/","title":{"rendered":"Ad of the week &#8211; Hiscox"},"content":{"rendered":"<p><span style=\"font-size: 14px; line-height: 19px;\">Advertising insurance isn\u2019t easy. Creating a campaign that distinguishes a company from its competitors, while appearing genuine to sceptical consumers, poses quite a challenge. Luckily, Hiscox\u2019s advertisements are packed with the kind of copy that establishes real confidence in a brand. \u00a0<\/span><br \/>\nHiscox makes home and business insurance interesting by talking straight. One advertisement shows a chameleon, alongside the statement \u2018Why pretend to be something you\u2019re not?\u2019<br \/>\nAnother poses the question \u2018Ever met Joe Bloggs?\u2019 followed by the clear, unpretentious body copy: \u2018The average person doesn\u2019t exist. So why settle for generic insurance?\u2019<br \/>\nA third displays the brand\u2019s slogan \u2018As good as our word\u2019, with the subheading \u2018for a second opinion, see right\u2019. To the immediate right is a graphic from Which? listing Hiscox as a recommended home insurance provider.<br \/>\nBy using language that is simple and to the point, Hiscox positions itself as a highly professional brand, concerned entirely with the interests of its client base. The sharp, \u2018less is more\u2019 approach brings out the company\u2019s desired brand characteristics: responsibility, trust and honour to life \u2013 three principles that are of vital importance to B2B marketing campaigns.<br \/>\nSimple doesn\u2019t mean boring, though. A huge number of adverts are packed with corporate clutter, and Hiscox has the cheek to point this out with another headline: \u2018Waffle should only be served up with syrup\u2019.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Advertising insurance isn\u2019t easy. Creating a campaign that distinguishes a company from its competitors, while appearing genuine to sceptical consumers, poses quite a challenge. Luckily, Hiscox\u2019s advertisements are packed with the kind of copy that establishes real confidence in a brand. \u00a0 Hiscox makes home and business insurance interesting by talking straight. One advertisement shows [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[314],"tags":[],"class_list":["post-70524","post","type-post","status-publish","format-standard","hentry","category-copywriting-us"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ad of the week - Hiscox - Stratton Craig - Global Copywriting &amp; Content Marketing Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/ad-of-the-week-hiscox\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ad of the week - Hiscox - Stratton Craig - Global Copywriting &amp; Content Marketing Agency\" \/>\n<meta property=\"og:description\" content=\"Advertising insurance isn\u2019t easy. 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