Targeted TV Commercial for health insurance provider Medicash

Promoting healthcare cash plan providers positive approach to health

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The challenge

Medicash is the UK’s oldest and one of the largest healthcare cash plan providers. Their award-winning policies help over 260,000 people in the UK to take a positive approach to their health. Offering services both direct to businesses and direct to consumers, Medicash were looking for a TV campaign that would allow them to target potential customers for both parts of their business.

Our approach

This campaign was set up to air across over 100 Sky channels and be targeted at two specific audiences via the power of AdSmart from Sky. To sit at the centre of this, we created two versions of the commercial: one would focus on B2B audience segment whilst the other was targeted at a solely B2C audience.

The results

We combined both film, motion graphics and animation for this commercial to create a strong look and feel that would reference and reinforce the Medicash brand. As we were creating two versions of the commercial for two very different target personas, we needed to ensure we were mindful of Medicash’s production budget – so we scripted and planned carefully to enable us to capture footage that could be used across both films.

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