OgilvyOne has created an integrated, through-the-line campaign for Bupa’s new health insurance product, Bupa By You. The campaign encompasses a direct response TV advert, direct marketing and digital advertising and went live on the 5th September.
The campaign focuses on real people in real situations revealing them to be doing something that isn’t initially expected. This helps demonstrate that Bupa doesn’t make assumptions about its customers, and promotes the adaptable nature of its new health insurance cover.
Annette King, Chief Executive, OgilvyOne commented: “This campaign demonstrates how Bupa is doing things differently – providing an adaptable product that meets individual customer needs. Our multi-platform approach allows us to communicate with customers on a very personal level.”
“Bupa By You is proof that health insurance doesn’t need to be one-size-fits-all” commented Sue Moore, marketing and customer development director at Bupa Health & Wellbeing. “We have put the customer at the heart of the decision making process and the adaptable nature of the product reflects how we have listened to their needs.”
Media buying was undertaken by Carat.
