Traditionally known as a provider of private medical health insurance and treatment, the company is now expanding its offerings. Its positioning is reflected in the new marketing strapline “Helping you find healthy.”
A new campaign begins with TV advertising on Thursday (10 March) featuring genuine Bupa customers. The cast ranges from a physio patient to a care home resident and is devised to show that healthy means different things to different people and the company has a range of products and services to meet their needs.
The ads replace the long-running animated “shapes”campaign and activity will also embrace digital and outdoor channels.
Managing director for group development Martin George, a former British Airways commercial director, says: “For us this campaign is more than just a strapline; it is something that goes to the very core of Bupa’s business and underpins everything that we do.”
The marketing concept and advertising campaign was developed by WCRS&Co.