Read how this brand achieved excellent results in this cross platform sponsorship

Summary

A fully-fledged cross platform sponsorship for an international specialist insurer
Objective to broaden their communication strategy to ABC1 Adults
Key off-screen activation to galvanise connections with target market

The Challenge

Operating in a cluttered market, Hiscox compete against many other insurance brands and comparison websites. Their offering is premium, so a partnership with Channel 4 to target upmarket audiences in intelligent programming was perfect.

The Media Solution

Channel 4 was chosen as it could offer this international specialist insurer the exclusive sponsorship of a bespoke series of programmes collectively known as "Intelligent Thinking on 4". This was Hiscox's first ever TV sponsorship and the deal started in May 2010.

Working with Hiscox's content agency Drum PHD and media planning agency Crayon CI, the sponsorship covered transmissions on Channel 4, More4, TV and PC VOD as well as activation online on C4.com and through events. The creative for the bumpers was produced by VCCP.

The programmes in the sponsorship included big set piece series The Genius of Britain. In a major science series, Richard Dawkins, James Dyson, Stephen Hawking, David Attenborough and Robert Winston celebrate the great thinkers and moments in British science, from Newton to the present day. Britain's great inventors and scientists have led the world and been at the forefront of some of history's greatest advances.

Hiscox association with The Genius of Britain series launched on 26^th May 2010 with a special talk at The Science Museum featuring speakers from the series such as Stephen Hawking and James Dyson.

The sponsorship deal also covered a six-part major arts documentary series, The Miracle of British Art, and Building The Titanic, a five part series which provided a new perspective on the Titanic, by exploring the British working classes whose collective effort and extraordinary feats of manual labour created what was then the biggest, most luxurious and technologically, the most advanced man-made moving object in the world.

Another facet of the sponsorship included key off-screen activation in the form of lectures at the National Gallery, with special guest speakers such as David Starkey and Jon Snow.

Results

Annabel Venner, Marketing Director at Hiscox UK, said: "Intelligent Thinking on 4 puts our specialist small business and home insurance in front of our core audience demographic, and the set of idents produced really bring our brand promise to life."

"We're excited to be back on TV for the first time in two years with our first ever broadcast sponsorship and look forward to the response from our customer base."