Engaging people in commercial insurance is no mean feat; in targeting the niche audience of IT professionals, Hiscox chose an unorthodox approach. Avoiding the clichés commonly aimed at this group, they instead used reverse psychology to engage them and to demonstrate understanding of their business. A direct mail pack was sent out that ‘double bluffed’ – it declared itself of no value to anyone outside the IT industry but talked of a product tailored specifically to them. The campaign doubled response, generated £2.05 for every £1 spent, making it Hiscox’s most successful direct mail campaign.