Hiscox wanted to promote their Small Businesses Insurance with a dynamic campaign reporting on cyber attacks as and when they happened. To drive awareness of advanced cybercrime and the threat to small businesses, they launched an intelligent and hard-hitting Digital Out of Home campaign.
In a media first, the data-driven creative was powered by real-life hackers and displayed real-time cybercrime in a tactical digital OOH execution. Grand Visual’s purpose-built honeypot system, developed to replicate any small businesses, monitored live hacks. The poster creative would then respond with a pulsing “Cyber Attack” headline and a ticker showed passers-by the cumulative amount of attacks to have hit the honeypot that day. As the breaches built, so too did the headline, with each poster evolving and reacting throughout the course of the day. The dynamic content was managed and delivered using OpenLoop.
“Digital Out of Home is the perfect medium to demonstrate the advanced threat of cybercrime to small businesses. Following our Cyber SME Study in December, which found that 1 in 4 small businesses have been hit by a cyber-attack, this campaign factually delivers our message with statistics and vigour.”
– Olivia Hendrick, Head of Marketing at Hiscox