Award Case Study: Benenden Health


Brand Strategy, Insurance, Life & Pensions


Simon Martin


Moreish Marketing

How do you re-invigorate a brand that’s over 110 years old? The answer to Benenden Health’s challenge was ‘the affordable alternative to health insurance’ campaign.

In this webinar, Simon Martin of Moreish Marketing talks us through the details of the brand and advertising campaign that re-defined the way Benenden communicated its offering. The campaign positioned them as the genuine challenger brand in the healthcare market with a service that can bridge the gap between relying solely on the NHS and expensive Private Health Insurance.

The new proposition as the ‘affordable alternative to health insurance’ was played out consistently across all media channels, including a primetime TV advert. This activity significantly strengthened the performance across the full marketing mix by 20% by the end of 2018 and has continued to strengthen acquisition performance in 2019.

A great opportunity to learn more about a very interesting campaign and about how to create an outstanding entry for the 2020 Awards. What made this entry a winner? How can you learn from these case studies to improve the chances of success for your own entry? Read on.

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