Benenden Health: The affordable alternative to health insurance

Benenden Health, a mutual society in the UK providing private medical cover, rebranded itself with a new name, new look and modified tone of voice to appeal to a younger audience in the UK.

Campaign details

Brand: Benenden HealthLead agency: Moreish Marketing

Campaign Overview

How do you re-invigorate a 114-year-old brand that is largely unknown beyond its membership base?

By sharing healthcare's best-kept secret.

Strategy

Benenden needed to attract a younger audience without alienating older members.

It resolved to own a space in the market by:

  • Developing a clear and differentiated proposition
  • Refreshing the brand identity
  • Investing in TV and press advertising
  • Investing in digital and offline channels
  • Enhancing onlinejourneys to increase conversion

All of this was led by insight. Just 6% of the public thought they could afford private medical...

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