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