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Case Study
Hiscox Encourage Courage & Tough Mudder

ION developed a partnership between Hiscox Small Business Insurance and Tough Mudder to drive national exposure for Hiscox while reinforcing its “Encourage Courage” campaign aimed at helping Small Business Owners. The partnership was brought to life on-site and through digital storytelling.

videos produced

brand impressions


business leads


  • Increase brand awareness and brand affinity
  • Activate the “Encourage Courage” campaign
  • Stimulate shareability and create conversation
  • Increase engagement with the brand and generate incremental exposure
  • Generate leads and connect with small business owners in key verticals


  • Identified, negotiated and activated a national Tough Mudder sponsorship on Hiscox’ behalf
  • Created, produced and distributed courage-centric content including:
  • Faces of Courage: 3-part digital series illustrating the courage needed to take on any meaningful endeavor
    • How Courage Got On Course: Courageous story of a Hiscox policy holder and Tough Mudder participant
    • Interview with Will Dean, Tough Mudder’s CEO and founder, and former small business owner
  • Created and activated a set of courage-themed assets at Tough Mudder events:
    • Courage Zone: An on-course, Hiscox-branded area through which every participant passed in order to muster up the courage to take on Electroshock Therapy
    • An interactive photo opp area within Mudder Village (#encouragecourage)
    • A “Courageous Adventure Sweeps” administered by BA’s for the purposes of lead generation
    • Connected directly with SBO’s in Hiscox key architect vertical by offering them the opportunity to design a new Tough Mudder course obstacle