Medicash – Soup Creative

Targeted TV Commercial for health insurance provider Medicash

Client: Medicash

Service: TV, Brand, Marketing

Promoting healthcare cash plan providers positive approach to health

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

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.

The Results

Alan Wards first step into TV advertising had a huge impact for the retailers, returning £24 for every £1 spent. This was helped by the multi-touch approach we took by running the TV campaign alongside a companion social campaign to create full consistency across all marketing channels.