Business Risks Literally in Sight: "Disastrous" Billboards and Mupis

Hiscox, specializing in small and medium-sized enterprises, has decided to go beyond typical flashy ads. The campaign takes an innovative approach by creating poorly installed billboards and mupis as an integral part of its advertising strategy. The goal? Visually reflect the everyday problems faced by small businesses. From broken pipes to poorly placed cables, these improperly installed advertising supports are more than mere mistakes; they are physical representations of business challenges.

A billboard shows water falling directly onto the sign, emphasizing the damage caused by broken pipes. Elsewhere, deliberately poorly installed cables represent electrical hazards. The campaign doesn't stop there; seemingly duplicated ads on several consecutive billboards illustrate poorly executed orders, while misaligned mupis aim to convey the message that Hiscox can help straighten out problems.

Breaking Ground in Outdoor Advertising

Fiona Mayo, Marketing Director of Hiscox UK, highlights Hiscox's difference as a specialized insurer and how this campaign reflects that approach. In a statement, she notes, "Hiscox is a different kind of insurer. We are specialists, not generalists, and our advertising reflects that." It is evident that the brand seeks to stand out in an often serious and cautious category, opting for a campaign with a distinctive visual approach and intelligent humor rooted in a profound vision.

Lucy Jameson, Co-Founder of Uncommon, describes the campaign as "the most disastrous ever made," using typographical errors and burst pipes to tell real stories about the risks and challenges business owners face today. This compelling narrative directly connects with small and medium-sized business owners, generating identification and resonance.

Proud to share our first work with @hiscox - quite literally the most disastrous campaign ever 9792
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Focusing on the stories of small business owners, dramatising the risks & challenges they may face, through a series of wryly-told scenarios across OOH press & special builds. pic.twitter.com/aqq6hPqrHr

— Uncommon (@uncommon_LDN) September 14, 2023

Beyond the Billboards: Multichannel Strategy for Success

The campaign is not limited to poorly installed billboards and mupis; it also includes activations on radio, digital marketing, and public relations activities. Planned to run in 17 locations across the UK, Hiscox aims to build a specialized understanding that SMEs can trust. Total Media, the media agency responsible for planning and buying spaces, emphasizes the creation of a supportive message for small business owners.

In summary, Hiscox and Uncommon have challenged advertising conventions, opting for a campaign that not only stands out for its creativity but also leaves a lasting impression. By using poorly installed billboards and mupis as an integral part of their strategy, Hiscox has demonstrated that outdoor advertising can be much more than simple ads; it can be a memorable experience that connects with the audience in a unique way.