Bupa Australia: The Moment

This case study describes how Bupa, a private health insurer, communicated a new unified Bupa proposition to Australians, created from the merger of its three separate brands.

Bupa Australia: The Moment

Clemenger BBDO Melbourne

Advertiser: BupaBrand: Bupa AustraliaCountry: Australia

Objectives

Background

This is the story of a brand that didn't exist at the start of 2011 and yet at by year-end had created an entirely new position in the PHI (Private Health Insurance) market. This and the successful forced migration of the member base of three of the country's most respected PHI brands with more than 65 years history in a category notorious for its sameness and lack of involvement. Pretty damning really, given the enormous attention and amount of money invested...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands