More Bupa where you are

Created a campaign that dovetailed with the existing above the line campaign

Targeted priority areas across Australia, raising awareness of local services to members

Helped shift perceptions of Bupa as a health insurance provider to a health & care business

Bupa wanted to raise awareness of their breadth of services to support their ‘health and care’ positioning. We were tasked to create a locally activated campaign targeting members.

Our approach was to localise the national ATL campaign ‘Making a difference to health and care’ by focussing on what Bupa does ‘There’s more to Bupa than you think’. We called on members to take a closer look, creating a bold, graphic led campaign that mapped local services and placed Bupa within the community.

The campaign launched in key catchments across Queensland, NSW, Victoria and South Australia across different channels including outdoor, digital, member eDMs, activations and in-store pos.

Results from the campaign were positive with an uplift of 14% awareness of service breadth and a 12% increase in positive sentiment from members.

Theres more for members in Melbourne
Bupa staff handing out maps and water bottles to commuters at Chatswood
Left: Campaign graphics applied to an Adelaide tram. Right: A digital ad hanging from the roof in a Melbourne shopping centre.
Commuters walking past a large digital screen in Flinders Street Station that is showing the campaign ad
Two screens from a digital takeover ad.
A poster for Bupa Optical from the campaign on a bus shelter in Melbourne

Explore your best next.

To discuss how we can help you with your brand ambitions and challenges, please get in touch with our founder, Rachel Miles.