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.

DRTV advertising lead the brand response campaign and exceeded our top agency targets

Screenshot from Benenden's DRTV advertising featuring their 24/7 GP advice line

Co-creation marketing sessions developed a clear campaign strategy and creative direction

Photo montage from the Benenden and SHARP Agency Co-Create sessions

Responsive web design for the benenden homepage

Benenden website homepage by the SHARP Agency

Press advertisements

Beneden press ad with quotes
Beneden press ad

Direct mail played a strong role in the integrated campaign

Beneden direct mail spread created by the SHARP Agency
Benenden direct mail brochure by the SHARP Agency

42% DRTV sales increase (YOY)

50% uplift from press activity

37% sales increase in all

"We were delighted with the strategic idea and creative execution, and to top it off the effectiveness of their work exceeded our targets."


Lawrence Christianson, Group Marketing Director, benenden