Bupa launches new Members First campaign inspired by nature via AJF Partnership
Bupa has launched its latest Members First campaign, depicting the benefits of being connected to a network of healthcare providers, by drawing inspiration from nature.
Developed by AJF Partnership, Melbourne, the campaign shows how penguins survive in one of the harshest environments on earth by working as a collective to help care for and support each other.
Just as nature knows it’s best to be part of a group whose purpose is to help keep you safe and well, Bupa’s Member’s First network of over 10,000 registered healthcare providers helps their members to live longer, healthier and happier lives.
The campaign educates Bupa members and non-members about the range of great value health and care services available across Australia.
Says Bupa’s Director of Health Insurance Marketing, Gretchen Fox: “Bupa has always helped people live longer, healthier and happier lives.
“This purpose drives our continued investment in our Members First network, a network of thousands of healthcare providers that help our members pay less on the services they need most. This campaign brings that network to life in a beautifully simple and compelling way.”
Says AJF’s Executive Creative Director, Andrew Foote: “During the creative process for this campaign, we were looking to humanise Bupa’s expansive network and interestingly, we found that a powerful way to do this was to not use humans at all.
“This analogy represents the care and commitment that members will feel, knowing they are supported by over 10,000 registered healthcare providers.”
The campaign is running nationally across TV, outdoor, radio, social, online, press, instore, shopping centre panels and digital.
Creative Agency: AJF Partnership, Melbourne
Executive Creative Director: Andrew Foote
Creative Director: Dillon McKenna
Creative Director: Sandra Galiazzo
Head of Strategy: Jacqueline Witts
Client Partner: Bryce Coombe
Account Director: Jacinta Addamo
Account Manager: Emma Keesing
Producer: Erica Frick
Production House: FutureDeluxe
Music Composition: Otis Studios
Sound Production: Risk Sound
BUPA
CMO: Jane Power
Director Health Insurance Marketing: Gretchen Fox
Head of Marketing, Health Insurance: Sally Gross
Marketing Manager, Health Insurance: Michelle Gunstone
Campaign Manager, Growth and performance marketing: Alexandra Mleczko
9 Comments
I like the tvc, but the print seems a bit off , like too penguiny
Would have been cool if they’d extended it out to include other safety in numbers occurrences, shawls of fish, herd of zebra etc.
Anyway, good effort all
This ad leaves me cold.
It’s a big ad.
Do they do healthcare for penguins now? Innovative.
Is penguiny even a word?
Penguiny is a great word to describe the distinct surplus of penguins.
Remember that time they downgraded everyone’s coverage and only notified them via a single email which went straight to the recipient’s junk inbox?
I do. It cost me 12 grand.
Thanks Bupa.
Yes, but are you a penguin?
Somebody watched Dynasties last night.