Today, in a bid to drive awareness of advanced cybercrime and the threat to small businesses, Hiscox insurance has launched an intelligent and hard hitting Digital Out of Home campaign. In a media first, the data-driven creative is powered by real-life hackers and displays real-time cybercrime in a tactical digital OOH execution which will run nationwide across key city and roadside locations from the 19th – 26th February.
The unique campaign works by pulling data from a purpose-built honeypot system typical of any standard small business server set-up. The honeypot monitors live hacks and the poster creative responds with a real-time pulsing “Cybercrime” headline and a ticker showing passers-by the cumulative amount of attacks to have hit the honeypot that day. As the breaches build, so too does the headline, with each poster evolving and reacting throughout the course of the day.
The campaign was created by AMV, with production and tech build by Grand Visual. Dynamic content is managed and delivered by QDOT, using the AdTech platform OpenLoop to analyse real-time data and distribute to multiple screen formats and networks across the UK. Media planning and buying is by Goodstuff and Talon and supports a broader campaign.
Dan Dawson, Chief Creative Technology Officer, Grand Visual commented:
“Clever use of data and technology means this digital OOH campaign delivers a hard-hitting message and a compelling call to action for Hiscox Small Business Insurance. The threat is real, the proof is here, and the figures speak for themselves.”
James Brunton, Client Director at Talon adds:
“This campaign showcases the real potential of digital OOH and how for the right client you can steer the message using real-time context and data to match a real issue to the Hiscox brand strategy.”