The successful launch of Bupa and the creation of new market space in Australia
Agency: Clemenger BBDO
Advertiser: Bupa Australia
Author: Michael Hyde
Total Campaign Expenditure: $10 – 20 million
Strategic communications challenge
The Australian Private Health Insurance (PHI) category is large and fiercely competitive generating total premium revenue is AU$15.744 billion1. Medibank Private is the largest player with 30% market share while the Bupa group of companies, MBF, HBA and Mutual Community, hold 28% with HCF 11%, and HBF and NIB each at 7%. These brands account for 83% of the market2...