Bupa Australia: The Moment

Clemenger BBDO Melbourne

Advertiser: Bupa
Brand: Bupa Australia
Country: 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 in this category every year.

The Australian PHI sector is large and fiercely competitive generating total premium revenue of A$15.744 billion1. Medibank Private is the largest player with 28% market share while the Bupa group of companies, MBF, HBA and Mutual Community, hold 25% with HCF 9% and HBF and NIB 7% each. These account for 76%2 of the market.