‘Experts in the Extraordinary’: Aligning Hiscox with the best art has to offer.
To endorse Hiscox by creating a new experience for their customers, focussing on ‘Experts in the Extraordinary’ with the Evening Standard Art Prize at the core. The partnership emphasised Hiscox’s aligned brand values, thus encouraging consideration for Hiscox Home Insurance within the identified ‘Gold and Platinum’ target audience.
Building upon the success of the inaugural Evening Standard Art Prize, by increasing the scale of the second year’s event, striving for more editorial coverage and increased entries. As a supplement to the main event, the partnership included creating an engaging content series that was published across both print and digital, simultaneously targeting a range of Hiscox’s passion points.
Competition entries saw 375% increase from the previous year, from 212 in 2017 to 1007 in 2018 - five times the number of entrants and double the page views! The partnership achieved a total combined reach of 5.6million, achieving a 2.4 million reach and 55.45% cover for ABC1s in London. 20-year-old Ashton Attzs was the 2018 winner, with their piece ‘Don’t Stay In Ya Lane’. Client Testimonials: “You’ve done a fabulous job helping us to maximise the most from the partnership” Ricky Black - Marketing Manager, Hiscox