High production values on display in behind the scenes look at benenden health TV advert
18th April 2013
The mutual healthcare provider benenden health has today revealed the work ‘behind the scenes’ of their recent TV advertisement, which has been broadcast on national television since January.
The short film available on benenden health’s YouTube channel at shows how the two-day production faced weather difficulties during filming on what is benenden health’s first ever national TV advertisement.
The TV advert itself was rolled out in January as part of a major rebrand of the healthcare provider’s identity and creative – from ‘Benenden Healthcare Society’ to ‘benenden health’.
Lawrence Christensen, Marketing Director at benenden health said: ‘This short film enables our audiences to see what goes on behind the scenes in the production of a TV advert and what goes into the making of such a high-end production.
‘The campaign itself has been very important to us, helping to establish benenden health as a major provider of health and wellbeing services with an affordable price and our valuable mutual, non-profit ethos.
‘The aim of our rebrand is to position ourselves as a viable alternative to private medical insurance. We’ve invested in modernising our brand so that it appeals to a wider audience and the TV advert is a key component of this.
‘We’ve seen traffic to the website more than 60% as result of the advert and we’ve had an increase in people visiting our social media channels to see what members and others say about us. This is something that we very much welcome because generally we see highly positive feedback from people who have good things to say about benenden health and the services that we provide.’
benenden health’s rebrand campaign was created by outside the box, whilst production of the advert, directed by Cosmo Wallace, was handled by The Gate Films, with post-production by Edit 19 Manchester and visual effects by Neon London.
Dave Easton, Creative Director of outside the box, said: ‘We wanted to create a moment of calm that would cut through the noisy ad break and portray benenden health as the self-assured, confident and trustworthy healthcare provider it is. The weather on the shoot in Godalming, Surrey, was something we hadn’t predicted but thankfully post-production made the sun shine and brought the bubble to life to demonstrate how benenden health looks after its members.’