Bupa launches new campaign for its all new FLEXtras cover via Thinkerbell
Thinkerbell’s latest campaign for Bupa launches the all new FLEXtras cover, an industry-first flexible Extras product that lets you pick a handful of Extras services you’ll actually use – and cut the ones you won’t.
The Bupa FLEXtras campaign focuses on a key customer pain point – paying for bundled services you don’t need in order to get cover for things you do. The idea comes to life across a series of scenarios, each one dramatising a different individual who knows exactly what Extras services they need in their life, for very obvious reasons.
Says Jim Ingram, national chief tinker at Thinkerbell: “When it comes to Extras cover, only you know what your life needs – and it’s not a huge bundle with services you’ll never use. Our campaign introduces a long-overdue alternative – real personalised choice with FLEXtras. And it does so as simply as possible.”
Says Naomi Morton, general manager of HI marketing at Bupa: “Customers have told us they want more value for money and don’t want to pay for things they don’t need. The FLEXtras product and our supporting campaign directly addresses this pain point. Our job was to find a creative hook that explains the product to customers in a way that is simple and relevant.”
The campaign launches this week on TV, social, digital and retail channels. If you are having trouble reading this press release, consider selecting optical cover as part of your FLEXtras package. Find out more about FLEXtras here.
Client: Bupa
Creative: Thinkerbell
Media: Atomic212
Production: Scoundrel
Offline: Phillip Horne
Online/Grade: Matt Fezz
Sound: BangBang
36 Comments
Simple idea and I love it. Just wish they weren’t so cheesy. It’s like each joke was spelt out 3 times in the scripts, you just needed to land it once. 6/10
The amputee with Podiatry comments are appalling. It is very misleading and should be taken down. I get the point about him not needing podiatry but if just listening the ad, it is totally degrading the podiatry and podiatrists. Any diabetic or high risk patient who may decide to cancel their podiatry extras would possibly end up being an amputee like him!
Just a tasteless ad.
Um he has no feet lol if people took this as oh he doesn’t need it so I don’t need it then they are idiots
This one’s not bad.
Hate them.
Money b my Akers…latching.
How obnoxious and annoying is the woman.
Sheesh these are awkward scripts
These are actually great. The podiatry one is excellent.
Don’t mind these. Insurance can be a tough category.
Podiatry is a ripper.
City
Sccript is long but these are solid and nicely shot
The gold one ain’t bad. The rest sit somewhere between cringe and wallpaper.
Guy without legs absolutely smokes that drive
The podiatry spot is great. Tops work, Sean
The metal heads look like they’ve been spending too much time in Push-up Club though.
Will stand out in a good way made me want to listen especially the feet one
Simple with a bit of a smile. I like em.
For the category these are great.
Creative agencies are often battling with media agency about length of the spots. They have been really smart in being able to get the key message across in a super simple way and would be great in 15s. Yet for some reason drag out the scripts to make them 30s.
They would serve as more efficient media and more effective creative to make them punchier.
I like this, especially the golfer.
Did you need to make the podiatry point more than once? Totally ruined a great single delivery… shame
Good set of spots, podiatry is great. Golf is always a winner
These are great. Especially the golfer – he absolutely flushes it.
Ka-Ching! These are bloody awesome. Beautifully directed, grade is absolutely stunning. Best BUPA campaign since Meet the Healthier You.
Nah puts my teeth on edge.
Cringe scripts.
I must admit everyones saying they say the joke too many times but I only understood the needles/tattoo joke after I saw the golf one and got the formula. But I’m probably dumb.
Great work girls
These look really good.
not bad at all
Where are the great ads all the experts commenting on here have produced?
Can’t find them on air!
These are well shot, cast, and scripts are good. Finally a campaign that I can make sense of.
Not Gold Lions, but I’m in the target market, and this has made me want to look at Bupa.
So much crap out there on air, these stand out as good communication.
Executional squabbles aside, at least this campaign has a proposition- only pay for what you use – which is more than you can say for 99% of Australian advertising.
What the name of the red haired lady by the pool pls. I think I know her.
I believe the redhead is Di Smith. You might recall her as Dr Alex Fraser from A Country Practice.
I want to buy her stunning white sunglasses!
Where can I get them?
The product idea is great so long as the pricing benefit comes with the exclusions. The golfer/podiatry ad is a ripper!
Podiatry ad is in such poor taste. Never before have I felt compelled to write a complaint. To take the piss out of someone’s unfortunate situation (which must have been traumatic for them) is in poor taste.
Hi Daphne, I’m the actor in this script – I chose to do this ad as I felt it was a great script… and suited me. If I wasn’t ok with “taking the piss” out of myself I wouldn’t have chosen to do the ad…. I don’t feel it’s in poor taste at all, and that’s all that counts really. Please don’t complain on my behalf 🙂
Nah the ka-Ching ad not good for orthodontist she looks like she needs braces, sorry I never give my option but this ad puts my teeth on edge.