Agency: Moreish Marketing
Client: Benenden Health
Campaign Name: The affordable alternative to health insurance
Campaign Overview
How do you re-invigorate a 114-year-old brand that is largely unknown beyond its membership base?
By sharing healthcare's best-kept secret.
Strategy
Benenden needed to attract a younger audience without alienating older members.
It resolved to own a space in the market by:
- Developing a clear and differentiated proposition
- Refreshing the brand identity
- Investing in TV and press advertising
- Investing in digital and offline channels
- Enhancing online journeys to increase conversion
All of this was led by insight. Just 6% of the public thought they could afford private medical insurance, even in the face of longer NHS waiting times.
Benenden also had low brand awareness - but scored high for positive opinion.
The brand changed to Benenden Health to clarify its offer.
It rolled out a new proposition, “The affordable alternative to health insurance”.
It developed a younger, fresher look and sparkier tone of voice.
Finally, media was carefully planned to drive response and nurture leads.
Creativity
Strategic insights showed that consumers who were aware of Benenden thought highly of the service.
The creative thinking focussed on emotional connections with worry-worn NHS patients, and simplifying the offer to push an affordable alternative.
The work balanced a high-quality feel, to appeal to an ABC1 target audience, and the price differentiator.
The TV ad and multichannel campaign depicted a 40+ patient’s journey going on a journey through NHS queues and the potential costs of private health insurance.
The fresher brand brought the new identity to life for a younger audience using vibrant colours.
Adding health to the brand name reiterated Benenden’s core purpose rather than alienating members.
Results
There was a 40.69% uplift in acquisition sales performance, with the number of members acquired so far this year the highest in a decade.
TV has formed the backbone of the marketing strategy with the successful ads set to continue into 2020.
The Team
Simon Martin, Director, Moreish Marketing - Neil Linpow, Lead Creative, Moreish Marketing - Carly Strong, Senior Account Director, Moreish Marketing - Helen Smith, Chief Commercial Officer, Benenden Health - Natalie Walker, Head of Marketing, Benenden Health - Adele Smith, Senior Marketing Manager, Benenden Health - Dora Kolacsek, Senior Marketing Consultant, Benenden Health - Joanne Worden, Senior Marketing Consultant, Benenden Health - Nick Papworth, Head of Production, Hunky Dory Films - Christian Bevilacqua, TV Advert Director, Hunky Dory Films
Contributors
Hunky Dory
Please login to comment.
Comments