Bupa needed to raise awareness of their breadth of services to support their ‘health and care’ positioning. There was an opportunity to activate this locally, and specifically to members.
DEFINING A CLEAR PROPOSITION
With an above the line campaign showcasing how Bupa was making a difference in health and care, our strategy was to activate locally around the proposition ‘there’s more Bupa where you are’. With the aim of tailoring the campaign for different catchment areas, bold, map-style graphics worked to highlight nearby services.
Originally piloted in Chatswood, the campaign was rolled out in eight catchment areas with a high service penetration across Australia. With a bespoke strategy for each area, the campaign stretched across outdoor, shopping centre and event activations, website, digital ads, eDMs and instore POS. To make it easy for individual services to develop their own marketing material we created a message bank, digital templates and customisable tools.
KEY OUTCOMES THAT CONTRIBUTED VALUE
A pre-campaign survey confirmed low awareness of Bupa services in local areas, and association of Bupa with general wellbeing, lifestyle and care. Post-campaign surveys found most people were able to recall 3 or more Bupa services without prompting. And over 50% of members felt more positive towards Bupa after seeing the campaign.