benenden

Help when you need it most

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.

DRTV advertising lead the acquisition campaign and exceeded targets

DRTV advertising lead the acquisition campaign and exceeded targets

Co-Create sessions developed the clarity for the strategic and creative direction

Co-Create sessions developed the clarity for the strategic and creative direction
Website

Press advertisements

Press-ads-portrait
Press-ads-portrait

Direct Mail played a strong role in the integrated campaign

Direct Mail played a strong role in the integrated campaign
DM-2

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