NEWS: Bupa takes on PPP with fresh ‘you’re amazing’ burst

Ogilvy and Mather has launched a pounds 10 million new-look campaign for Bupa that takes the ‘You’re amazing. We want you to stay that way’ drive into its third stage.

Ogilvy and Mather has launched a pounds 10 million new-look campaign for

Bupa that takes the ‘You’re amazing. We want you to stay that way’ drive

into its third stage.



The TV, press and below-the-line campaign is backed by an increased

budget to stave off competition in the wake of a pounds 20 million ad

push by its nearest rival, PPP.



The Bupa campaign began on Monday, with media planning and buying

through the Network and below-the-line work through Ogilvy and Mather

Direct.



The TV commercial focuses on how Bupa helps its members to ‘stay

amazing’ by providing them with an individual Bupa Health Fund to spend

on a range of its services, such as fitness club membership or dental

cover.



The execution shows blurred images of people performing strenuous

activities such as running, jumping or flying through the air.



The commercial begins with the statement: ‘One in ten uses their left

hand’ and continues to tell how ‘everyone can do things that the next

person cannot’ and that ‘everybody is different’, before ending with the

line, ‘you’re amazing’.



Katherine Jerman, the Bupa account media manager at the Network, said:

‘It is a stunning commercial. It is a colourful, modern and vibrant film

that is so unlike anything that Bupa’s competitors are producing. The TV

is there to excite people.’



The commercial was written by Tony Strong and directed and art directed

by Gerard de Thame through Gerard de Thame Films.



The press campaign aims to reinforce the ‘amazing’ message, which was

first introduced three years ago, while giving it a contemporary feel.



Bruce Tranter, Bupa’s marketing director, commented: ‘The ‘amazing’

campaign has established that Bupa is about well-being as well as the

treatment of illness. The Bupa Health Fund demonstrates how Bupa members

can stay amazing, whatever their healthcare needs.’



The Bupa Health Fund is designed to retain existing members by offering

credits towards free healthcare, which can be worth as much as 8 per

cent of their annual subscription fee.



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