Western Provident Association is a not for profit Health Insurer with heritage stretching back to 1901. Specialisms include insurance cover for individuals, families and small corporate companies. WPA also manage healthcare trust schemes for some of the UK’s largest companies.
The health insurance market is moving swiftly towards propositions encompassing “Healthy Living” and “Lifestyle Management” and “Living Forever”. This, for most organisations, is a juxtaposition to the traditional “peace of mind” health insurance stance. WPA have identified that their strengths lie in providing specialist Health Insurance advice and plans, and they wish to pivot against this developing market norm, and use it to create cut through with their brand and advertising campaigns.
We researched the market and competition, as well as auditing WPA against the key performance indicators for our Meaningful Difference framework. These included scoring criteria against
The brand was first tested with existing customers and tactical media channels, including digital advertising, social, press and email.
Further scale was achieved through broader digital media channels, advertising networks, paid search, organic search and email. All creative launched through VOD platforms was in test preparation for future scale through nationwide TV campaigns.