CAMPAIGN OF THE MONTH: Hiscox opts for location-based marketing campaign

International insurance specialist Hiscox launched a location-based public wi-fi campaign targeting small businesses. Paola Bonfanti reports

Marketing to busy professionals on the go is becoming more lucrative thanks to advances in technology. One organisation leveraging such opportunities is Hiscox – an international specialist insurer. Keen to grow its customer portfolio for small business insurance programmes, Hiscox launched a location-based marketing campaign – made possible by collaborating with its media and buying agency Crayon Ci, location-based mobile media channel JiWire, and digital agency Florish. The campaign integrated with Hiscox’s other outdoor advertising activity to truly tap into the power of on-the-move marketing.

The wonder of wi-fi
The innovative wi-fi element of the campaign was made possible through JiWire, which works with BT Openzone to deliver targeted third-party ads in public wi-fi areas throughout the UK. Crayon Ci mapped the locations of Hiscox’s outdoor ads to JiWire’s wi-fi advertising inventory.  Business people who logged on to public wi-fi in the vicinity of one of Hiscox’s posters, were shown a correlating digital ad with clear call-to-actions, to encourage them to request a Hiscox insurance quote. Hiscox adverts were also displayed on the wi-fi login pages at the point-of-connection to give Hiscox plain visability prior to users commencing online activity.
Robin Trust, head of media planning at Crayon Ci, explains, “JiWire’s unique platform has a number of advantages over traditional media. It is more effective than traditional advertising because the marketing messages can be served before the user even connects to the Internet. The specific wi-fi locations we booked with JiWire ensured we were targeting the small business audience, many of which are on the go, traveling to and from meetings and accessing the Internet via their laptops, mobile phones, iPads and other devices during the course of the day.”
During the the campaign, demographic targeting was employed using wi-fi user profiles and venue type, such as airports, stations, hotels and business hubs.