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...