To raise awareness of hacking for Hiscox Cyber Insurance, we hacked our advertising


To launch Hiscox’s new Cyber Security product to an audience who were increasingly under threat, but largely didn’t realise it yet.

The Idea

Where previously perfectly art-directed Hiscox work would stand impeccably still, digital OOH across the land glitched, flickered and shook on the morning commute; we dominated WeTransfer where businesses sent and received huge packets of data and YouTube pre-rolls talked of dangers of an errant click.


Hackvertising had a dramatically positive effect. Brand affinity rose 27% to its highest ever level and Hiscox now leads the market in this metric. The importance and relevance of cyber insurance hit record levels and both the volume and value of Cyber & Data Insurance quotes rose significantly over the campaign period.