Location-based media firm JiWire is running its first UK-based campaign from Hiscox, which will see the insurer advertising to people via wi-fi networks on both mobile and laptop devices.
Designed to promote the insurer’s home and small business insurance offerings, customers will view the advertising before logging on to Wi-Fi in selected hotels, network rail stations, cafes, corporate locations and business hubs across the UK.
Planned and bought by Hiscox’s retained agency, Crayon Ci, the ‘captive portal’ advertising which is unique to JiWire, is displayed on the Wi-Fi login pages in BT Openzone venues within close proximity to Hiscox’s outdoor advertising.
The creative was designed by Flourish and facilitates a direct response channel by encouraging visitors to click through for an insurance quote.
US-based JiWire announced its expansion into Europe last month with the news that it has opened an office in London and is partnering with BT Openzone initially, to deliver targeted third-party advertising across more than 4,000 of its premium venue Wi-Fi hotspots located throughout the UK, including cafes, airports, leading hotels and wireless cities.
Commenting on the new campaign, Annabel Venner, Head of UK Marketing at Hiscox explains: “During the last year we have accelerated our online presence with targeted advertising campaigns such as this placement with JiWire. The advertising is innovative and gives Hiscox excellent share of voice, at a critical point, without interrupting the user experience.”
Peter Jones, Joint Managing Director of JiWire Europe, adds, “Hiscox is innovating within financial services advertising with the use of emerging technologies such as location-based advertising. JiWire will reach their On-The-Go customers after they pass posters, by enabling them to interact with the brand before they logon to Wi-Fi at the railway station or hotel. It’s a great medium to reach their target market and the channels combine to offer online fulfilment for their outdoor campaign.”
Robin Trust, Head of Media Planning at Crayon Ci, continues, “We have booked specific Wi-Fi locations with JiWire to ensure we are targeting the premium and small business audience, many of which are ‘On-The-Go’ travelling to and from meetings and accessing the internet via their laptop, mobile phones, iPads and other devices during the course of their day. We have booked a two month campaign period which will provide us with quality data for further campaign planning.”
JiWire has monetised Wi-Fi audiences in the US since 2003, serving approximately 20m unique users per month across 30,000 venue locations in the US.
The launch of JiWire Europe increases the available inventory that JiWire can offer its advertisers, which range from automotive and B2B companies to consumer electronics, finance, entertainment, and travel brands.