BUPA - How broadening the understading of a well established brand delivers a threefold return on advertising investment

Marco Centonze and Nicolette Robinson

1999-2001 campaign to relaunch BUPA. Private medical care suffered from low consideration (reasons discussed).
Agency: WCRSAuthors: Marco Centonze and Nicolette Robinson

BUPA

How broadening the understanding of a well established brand delivers a threefold return on advertising investment

Overview

This paper will prove that by broadening the understanding of the BUPA offering, advertising successfully delivered a threefold return on its investment. We will show that there is a direct correlation between consumer awareness of BUPA's broader health and care services and increased consideration of BUPA. These health and care services enhanced the overall brand's image and in so doing encouraged more consumers to purchase the BUPA offering. The result of this...

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