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
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
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.