Business insurance company Hiscox has taken over the front pages of the Metro today, capturing the attention of readers in an innovative way.
Featuring blank ads with ‘[insert image]’ on the front and back pages, the inside pages reveal a witty work email stating the deadline to supply a front page for the Metro cover wrap was missed and that clients were threatening legal action. The premise being that if businesses are blamed for a mistake Hiscox can provide protection.
The campaign does an excellent job of disrupting readers expectations and raising awareness of Hiscox through its ‘missing’ creative and humorous copy.
Jo Mazenko, commercial director at Mail Metro Media says: “It really does pack a punch as it’s disruptive and innovative and I’m sure a lot of commuters will look twice, thinking the front-page copy wasn’t submitted on time. This is such a great example of how impactful and creative print can be.”