Hiscox The Honeypot Poster Network


Hiscox The Honeypot Poster Network, Goodstuff with Hiscox
Winner's Story:

With one in three small businesses falling victim to cyber crime, insurance provider Hiscox wanted to highlight the issue and underscore the value of cyber insurance.

Demonstrating the frequency of real cyber-attacks was vital, so small business owners would take protection seriously. But with existing data on the frequency of cyber-attacks fraught with integrity and access issues, Hiscox needed to create its own, reliable data source that could be accessed safely. This became the honeypot - a decoy computer system for trapping hackers.

To safeguard against compromising an actual company’s network, a bespoke network was built, designed to mimic a real small business. To the predatory cyber-criminal, this system looked and behaved like a real company server. Using proprietary technology, the honeypot was securely connected to live digital OOH sites nationally, creating The Honeypot Poster Network – the world’s first campaign to feature real cyber-attacks.

Five servers located across the UK and USA were set up, mimicking the real locations hackers expect to find. A separate honeypot master server then recorded the total number of attacks on a given day; the more attacks received, the more the posters reacted.

The honeypot was also connected to a network of 37 live poster sites in eight cities across the UK, in train stations, roadside, and business districts, reaching many small business owners.

The campaign delivered the most successful business period ever for Hiscox cyber insurance.

Media Director: Sam Drake (Managing Partner), Paul Gayfer (Planning Partner)
Senior Planner/Strategist: Roy Shepherd (Head of Out-Of-Home), Hannah Brady (Account Director)
Creative Agency: AMV
Relevant Media or Brand Manager: Olivia Hendrick (Marketing Director - Hiscox)