The Hiscox Hack

Bringing to life the dangers of hacking to help shift consumers’ search behaviour away from the generic and get them looking for Hiscox directly


We were tasked with raising awareness of Hiscox's best-in-class cyber insurance product, which employs tech, legal, and PR experts to quickly put SMEs back in business after a hack. Small business owners don't typically appreciate the scale of the threat, thinking that it only happens to big business. It was our job to make the threat a reality.


We wanted to physically show how often cyber-attacks were taking place on small businesses. So, we created a “honey pot” server that looked and behaved like that of one of our SME audience's systems. Then, we connected it to a network of large format digital OOH sites. Every time the server was hacked, our poster would react, the creative would be affected, and the live counter would tick up.


Almost 200,000 hacks were recorded over the course of a week, and a swathe of PR coverage including Campaign's ad of the day. Between the 1st of February and the 1st of March 2018, our campaign delivered the most successful business period ever for Hiscox Cyber Insurance. Not to mention this campaign won the Grand Prix at the 2019 Campaign Media Awards!