BUPA needed a new brand positioning, strategy and communication campaign. The objectives were clear: all were met. WCRS developed the central thought of BUPA as "the personal health service" into an advertising approach that form its launch showed the ability to significantly enhance appreciation and understand of the brand. It also generated unprecedented levels of consumers response, which led to a market upturn in the performance of a vital area of the organization's business.
Result
The 'Personal Health Service', through its expression in advertising, has facilitated the emergence of BUPA as a total health and care company and seen a growth in awareness, consideration and purchase of products beyond PMI. The campaign also made a significant impact on BUPA revenues resulting in an ROI of £3 for every £1 of advertising spend. Being the Personal Health Service has also inspired innovations in customer service and consequent improvements in staff morale.