Adding the emotion to Bupa’s DRTV
Private medical insurance remains Bupa’s key offering. But with AXA, Vitality and Aviva all promoting their cover heavily, Bupa needed a DRTV commercial to generate vital leads.
With research showing that the audience was generally aware of the benefits, the brief was not to convince people to invest in health insurance but to give them a compelling reason to choose Bupa over their competitors.
Health and wellbeing is a highly personal subject. So having identified ‘fast access to treatment’ as their main advantage over other providers during the strategic planning process, Bupa’s insight team were keen to work with us to add some emotive magic to this message.
Keen to avoid clichés and steering clear of saccharine montages of happy families and forgettable benefits, we wanted to tell a story audiences could really relate to.
Several scripts later, the preferred route was developed with consumer research validating the strategy along the way, both at storyboard and first edit stage.
Production involved a wet location shoot in Manchester followed by a glorious day in Snowdonia for the outdoor shots – weather that helped to tell our story perfectly.
We also commissioned a stills shoot for assets to support the campaign in other channels, including social media, digital display ads, clinic POS and emails.
Inspiring, motivating and creating good visibility for the brand, the commercial has proved to be the strongest performing yet of all Bupa’s DRTV ads, generating year-on-year increases in lead generation in both telesales and online enquiries.