For nearly 140 years, Simplyhealth have been making healthcare accessible and affordable. However, despite the breadth of their offering, the brand found that high numbers of customers weren't actually using the product as much as they could be.


We decided to go back to basics and re-educate our audience on exactly what a Simplyhealth Cash Plan is and why they couldn't live without it. Our starting point was the fact that we all have annoying little problems that won't go away, such as a backache, toothache or even an old injury. But we often choose to ignore these ‘niggles’ and simply hope they disappear – but the reality is that little ‘niggles’ can become far more serious…NASTY in fact. And so, our campaign was born!

An integrated campaign

Every product benefit from physiotherapy and chiropody right through to optical and dental treatments were brought to life with its own little niggle. We created a fully integrated campaign ecosystem to get consumers to think about their niggles, and encourage them to get the treatment they need before it gets worse. This was successfully executed through a range of adverts for TV/VOD, closely supported by bespoke landing pages, online videos, sequential display…plus even real-life niggles to use at events!