Bupa unveils campaign to underpin new services

Bupa is launching a multimedia campaign to support its repositioning as a supplier of product and services to help customers manage their health at all stages of life.

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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.

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