Hiscox's bloody wine-stained letters highlight insurance risks

It’s been a while since we’ve seen a direct mail that really lands where it is required to, but Hiscox’s latest letter hits the mark.
Hiscox Insurance definitely got bloody brilliant with this direct mail stunt. It successfully turned heads with a bold direct mailer smeared with what looked like a red wine spill.

 But this wasn’t the damage. It was the ad.

Readers discovered their missives seemingly splattered with crimson wine stains and smudged letters, reinforcing the message that "even something as innocuous as a spilled Bordeaux can turn out to cost more than you think."
The letter was posted by Ruth Shearn on LinkedIn.
The advert plays on a minor home incident to highlight how unplanned accidents can run out of control financially without the right protection.
We haven't spotted affirmation of the creative agency on this one yet.

The message is loud and clear....

 "The most valuable bottle of wine… can be the one that spills over your Persian rug."
 Rather than describe careless damage, they showed it. A tremendous example of using the medium to tell the story messy, unexpected, unforgettable story.

Insurance ads don't have to be dull anymore!

 Amid a digital environment cluttered with noise and slick imagery, occasionally, the best ad is one that gets its hands dirty. Hiscox's red wine-stained mailer is not an advertisement; it's an experience. It makes you stop, think, and consider the potential loss that insurance safeguards against.

 Marketing lessons to be learned
For brands trying to stand out in a crowded market, the message is clear: don't just use a medium. Embrace its uniqueness. Integrate it into the message. And if you execute it well, even a stain can become a story worth sharing.

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