When it comes to navigating the technology-driven complexities of cyber insurance, Chubb’s 100+ year legacy was sometimes perceived as a limitation. As a result, businesses were opting to choose newer, less experienced providers with weaker coverage, leaving them at risk. The opportunity was to strategically position Chubb’s long-standing history as a critical advantage, highlighting why experience, global reach, financial stability, and integrated capabilities are essential in managing cyber risk.
Chubb: Turning Legacy into a Competitive Advantage
Our Role
Strategy
Advertising
Social
Digital
Our creative strategy built upon the idea of a traditional tech stack—a collection of software systems that complement each other and integrate to get work done. We applied this idea to cyber insurance, and instead of offering a product that can be copied or commoditized, we positioned Chubb as having a cyber stack composed of coverage, expertise, technology, tools, and education uniquely built to protect clients from cyber threats.
To inform the campaign, we examined industry trends, interviewed stakeholders, and explored real-world consequences of cyber incidents. We uncovered a critical insight: businesses often underestimate the speed and scale of emerging threats, leaving gaps in coverage and readiness. This insight shaped messaging—across the campaign and across channels—that challenged audiences to question whether their defenses were built on a strong cyber stack foundation—one as robust as a global leader’s.
After provoking audiences to question whether their cyber stack truly stacked up, we directed them to a digital environment designed to educate, engage, and convert. Brokers could explore the full suite of cyber services, dive into each layer of the cyber stack, and access real-world insights on emerging threats.
Nurture emails and social retargeting reinforced these messages over time, keeping emerging threats and Chubb’s solutions top of mind, guiding audiences smoothly from consideration to requesting a quote.
Since education was a central pillar of the strategy, infographics and a quarterly Threat Intelligence Report provided deeper insights into emerging threats, breaking down the elements of a strong cyber stack and encouraging organizations to assess whether their current protection could withstand today’s risks.
This campaign reframed Chubb’s experience as a competitive advantage, elevating its leadership position in cyber risk management and solidifying its role as a trusted partner in navigating one of today’s most complex and consequential business challenges.
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