Specialist insurer Hiscox is using realtime cyber attacks in the creative for its latest advertising campaign as part of a broader drive across the business designed to cement its position as one of the leaders in the cyber risk marketplace and to raise awareness of the threat that cyber-crime poses to small businesses.
Three ‘honeypot’ servers (the type of servers typically used by a small business) were set-up specifically for the campaign and the data from them feeds into live digital posters at prominent stations and roadside sites across the country.
Each time a cyber attack occurs, it triggers a pulsing red light on the poster, which gradually builds as further attacks occur and resets every 24 hours. The more attacks there are to the servers, the more the poster headline visually reacts.
Based on initial trials, the number of attempted attacks (and pulsing dots) each day is averaging 23,000, so over the course of the campaign the proxy servers are expected to be the target of around 148,000 attempted attacks. The maximum number of attacks detected since January 11, when the servers went live, is 61,805 in one 24 hour period.
The campaign, created by AMV BBDO, media agency Goodstuff, and out-of-home specialists Talon and Grand Visual, is designed to shift perceptions that SMEs are unlikely targets for cyber criminals due to their size. Last year, the insurer appointed ex-GCHQ Director Robert Hannigan as a special advisor on cyber security and in December it announced the launch of its 70-strong cyber global ‘virtual business unit’.
Hiscox UK & Ireland head of marketing and partnerships Olivia Hendrick said: “Hiscox CyberLive is about making small businesses more aware of the very real threat that cyber crime poses and challenging the belief that cyber criminals only target larger organisations. We were genuinely astounded by the number of attacks, especially up to 60,000 in one day, and hope this disruptive campaign serves as a reminder to all of the importance of cyber security.”
The CyberLive campaign also includes escalator panels at stations in London all aimed at dramatising the alarming frequency of cyber incidents in the UK. Last year alone, one in four (26%) small businesses fell victim to at least one cyber attack.
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