Hiscox USA Launches Barcode Campaign

Hiscox has announced the launch of its Barcode campaign, which expands its Encourage Courage brand platform aimed at US small businesses.

The campaign focuses on the importance of recognizing and supporting the unique needs, challenges and risks small business owners face, as to the untrained eye, small businesses, like barcodes, can appear alarmingly similar. This is the first fully integrated media campaign for Hiscox USA, which will include TV, print, digital and sponsorships with National Public Radio, The Wall Street Journal, Entrepreneur, ABC and Major League Baseball.

“Small businesses don’t fit into any one set mold and neither do their needs. This campaign celebrates their individuality and courage. It’s crucial to our clients’ success that we, as a small business insurance provider, remain nimble, adapt quickly and offer proactive, tailored solutions, as a ‘one-size-fits-all’ mentality just doesn’t work.” – Chief Marketing Officer at Hiscox USA, Russ Findlay.

Small businesses not only serve a critical function within the business ecosystem, but they also face a distinctive set of risks that are different than those of their larger counterparts. The Barcode campaign emphasizes the value of working with a specialized insurance partner who truly understands small businesses and can customize coverage to meet their varying needs.

Hiscox was the first insurer to offer US small businesses the ability to purchase insurance direct online and in real time. Hiscox specializes in insurance for small business owners, such as professional liability (errors and omissions insurance), commercial general liability and business owners policies customized for a range of fields, including IT, consulting, marketing, photography, real estate, beauty and health.

Bottom Line: Hartford comes to mind (read: democratization means commoditization).