Professional insurance company Hiscox has become known for promoting itself on social networks with highly shareable stunts. This one involved recreating the effects of a cyber attack – in real life. The unlucky victim was Brompton, a store in London selling cool foldable bikes. Hiscox opened an identical store opposite, selling counterfeit bikes. It even went as far as blocking access to Brompton staff, “crashing” their shop with fake customers – and demanding a ransom. In short, all the stages of a real cyber attack were replicated, showing that no company is safe from hackers, and that the help of a good insurer might come in handy.