benenden
Help when you need it most
Simplifying a novel healthcare product and communicating healthcare, with members at the heart.
Benenden’s healthcare product is discretionary – which made it a complex proposition to communicate – a challenge SHARP were approached to solve.
A eureka moment was found during a Co-create session with Benenden members, when one insight was transformed into a breakthrough strategy – “Helps you when you need it most, and others when you don’t”.
Creative was developed to only ever use real members to bring this core campaign idea to life. We used real stories to give authenticity and the confidence consumers were looking for. It was an approach that resonated – with the campaign exceeding all targets, giving it a top bill of health.
The difference we made
42%
DRTV sales increase (YOY)
50%
Uplift from press activity
37%
Sales increase in all