The campaign "The House I Grew Up In" by Hiscox presents a brand proposition centered on the notion that a home carries deeper emotional and personal value beyond its physical structure. By leveraging projection mapping technology, the narrative visually conveys how a home evolves alongside an individual's life journey, emphasizing protection and care as intrinsic to safeguarding not just property, but personal memories and milestones. This aligns Hiscox’s insurance offering with the emotional significance of homeownership, positioning the brand as a guardian of these intimate, evolving spaces.
From a market strategy perspective, the campaign taps into the insight that homeowners increasingly view their residence as a repository of their identity and life story, particularly as they experience key life stages. Targeting UK homeowners or prospective buyers, the campaign uses a narrative genre and innovative visual effects to emotionally engage viewers, fostering a connection that highlights the importance of comprehensive home insurance. The creative angle of using projection mapping to narrate the house’s transformation effectively bridges the abstract emotional value of ‘home’ with the tangible service of insurance, thereby differentiating Hiscox in the competitive finance and insurance sector where emotional resonance can influence purchase decisions.
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
This campaign, "The House I Grew Up In," leverages striking projection mapping technology to visually depict how a home grows in importance throughout one's life, as referenced in the campaign description. Rather than a traditional demonstration, testimonial, or strict problem/solution arc, the use of projection mapping serves as a strong symbolic device to communicate the emotional and evolving role of a house, and by extension, the significance of proper home insurance. This creative execution uses powerful imagery to highlight the benefit—how Hiscox insurance protects what your home means to you—by symbolizing the evolving value of a home, rather than portraying it literally or through a narrative where the product resolves a crisis.
1. Aviva – Aviva positions itself as a customer-centric insurer offering comprehensive protection solutions with a strong emphasis on innovation and digital services. They leverage longevity and trust in the UK market, aiming to simplify insurance and provide reliability through tailor-made products for individuals and businesses.
2. Direct Line – Direct Line differentiates with its straightforward, no-intermediary approach, focusing on direct customer relationships. Their strategic angle centers on simplicity, competitive pricing, and fast service, appealing to consumers seeking hassle-free insurance experiences without the need for brokers.
3. AXA UK – AXA UK emphasizes global expertise combined with local knowledge, positioning itself as a provider of smart, flexible insurance solutions. They invest heavily in technology and customer service to deliver personalized policies and proactive risk management, targeting both personal and commercial clients.
4. Zurich UK – Zurich UK differentiates by offering integrated financial services, combining insurance with investment and risk management. Their positioning highlights long-term partnership with clients, strong business continuity solutions, and tailored products for both individuals and SMEs.
5. RSA Insurance Group – RSA focuses on delivering trusted, specialist insurance backed by global experience. They position themselves as experts in niche markets, offering innovative risk solutions and strong customer service, emphasizing resilience and supporting customers through complex claims processes.
Q: What is The House I Grew Up In about?
A: The House I Grew Up In is a professional campaign launched by Hiscox in the United Kingdom in 2014, created by the agency VCCP. Designed for the finance sector, this film campaign introduced Hiscox’s new home insurance offering by using innovative projection mapping technology. The central creative idea is to visually narrate the emotional journey of a home as it evolves alongside its inhabitants, highlighting how a house becomes a repository of memories and personal history. The campaign’s evocative storytelling and dynamic visuals aim to connect with consumers on a deeper level, positioning Hiscox as a brand that protects what truly matters.
Q: What creative device does The House I Grew Up In use?
A: The House I Grew Up In employs the FORMAT#9 SYMBOLIZE THE BENEFIT approach, as classified by Clapboard’s 12-format taxonomy. This creative device uses symbolic or exaggerated visuals—in this case, projection mapping—to represent the positive impact of Hiscox home insurance. Rather than depicting literal scenarios or direct problem-solving, the campaign leverages powerful imagery to communicate the evolving emotional value of a home. This technique allows the brand to highlight the benefit of protection in a visually striking and memorable way, reinforcing the significance of safeguarding one’s most cherished asset.
Q: What is the campaign proposition for The House I Grew Up In?
A: The campaign proposition for The House I Grew Up In centers on the idea that a home holds profound emotional and personal significance beyond its physical structure. By utilizing projection mapping to visually convey the transformation of a house through different life stages, Hiscox positions itself as a guardian of not just property, but the memories and milestones that define homeownership. Targeting UK homeowners and prospective buyers, the campaign underscores the importance of comprehensive home insurance, aligning Hiscox’s offering with the evolving identity and life story of its audience.
Q: How does The House I Grew Up In rank in Clapboard's archive?
A: The House I Grew Up In holds a Clapboard Campaign Score of 71/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the finance and insurance sector.
Q: Who are the competitors in Hiscox's category?
A: In the UK finance and insurance market, Hiscox competes with brands such as Aviva, which emphasizes customer-centric, innovative protection solutions; Direct Line, known for its direct-to-consumer simplicity and competitive pricing; AXA UK, which leverages global expertise and technology-driven, flexible policies; Zurich UK, offering integrated insurance and financial services with a focus on long-term partnerships; and RSA Insurance Group, recognized for its specialist insurance backed by global experience and a commitment to supporting customers through complex claims.
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