Hiscox will make a major investment in national press to drive awareness, using dominant positions in weekend issues, with online activity mirroring the press campaign.
Acquity carried out a wealth mapping exercise which identified 200-plus postcode sectors that were underrepresented in terms of policy sales despite analysis revealing a greater propensity to buy Hiscox products.
As a consequence additional activity will include an outdoor campaign at key stations across London and the South-East to hit high-income commuters.
Creative for the campaign is being handled by VCCP.
Richard Davies, recently-installed managing director of Acquity, said: "TV has been great at building the brand over the past three years but we lacked sustained momentum and consistency.
"Home insurance is a year-round consideration so we wanted to increase frequency, tighten the targeting and use more touch points to deliver a powerful set of messages.
"The press, posters, PPC and direct mail activity for this year has been finely calibrated to reach and speak to AB adults with the requirement for Hiscox's specialist insurance."
Glenn Caton, sales and marketing director at Hiscox UK, said: "Acquity has already delivered great results with the PPC activity that they took over last year and our own Ipsos/Mori research demonstrated conclusively that press was having a huge impact on our online quote service.
"We need to offer continuity of presence and consistency of message to the marketplace. Acquity has shown how we can achieve a layering of messages, integrated across all channels and led by press to present a richer, more engaging brand to our customers."
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