BUPA: The Right Treatment: Restoring BUPA to Good Health

1999 campaign to reposition and revitalise BUPA. BUPA is the definitive private medical insurance (PMI) brand, but PMI by 1998 was stagnating, and BUPA was losing awareness as well as attracting some negative images.
Agency: WCRSAuthor: Ian Hilton

BUPA

The Right Treatment: Restoring BUPA To Good Health

 

Introduction

This is a simple tale. It need not detain you long. It demonstrates that when advertising is required to perform a clearly defined task, and a disciplined approach is taken to fulfilling that task, the results can meet, and even exceed, expectations. You will see that the impact of WCRS's prescription for BUPA's ailments effected an immediate improvement in the brand's general health and made a significant contribution to enhanced sales performance in the most relevant area of its business.

Background

BUPA...

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