benenden

Help when you need it most

benenden’s healthcare product is discretionary – which made it a complex proposition to communicate. It's the sort of challenge that our brand response agency relishes.  

A eureka moment was found during a Co-Create session with benenden members, when one insight was transformed into a breakthrough brand 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 advertising 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 marketing campaign exceeding all targets, giving it a top bill of health.