The successful launch of Bupa and the creation of new market space in Australia

At the start of 2011, private health insurer Bupa did not exist in Australia as a consumer facing retail brand, despite its group of three companies accounting for 28% of the market.

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...

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