One boosts vital statistics with BUPA TV commercial

Following a competitive pitch, we were delighted to get the opportunity to work with Bupa’s insight and designs teams to develop a successful direct response television campaign (DRTV).

The ‘Back on track’ DRTV commercial represents a shift from previous ads by highlighting the emotional benefits of Bupa’s private medical insurance, supported by the promise of ‘fast access to treatment.’

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. After several scripts, the preferred route was developed with consumer research validating the strategy along the way, both at storyboard and first edit stage.

Production involved a suitably rainy day in Manchester followed by a glorious day in Snowdonia for the outdoor scenes – weather that helped to tell our story perfectly.

The result, an inspiring ad that created good visibility for the brand, proving to be Bupa’s strongest preforming DRTV ad to date. The campaign is achieving its commercial objectives, with both telesales and online lead generation performing strongly.

Watch the advert here.

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