Bupa says ‘Welcome to Healthcaring’ in newly launched campaign via Thinkerbell
Thinkerbell has launched a new brand platform for Bupa – healthcaring. The idea unites Bupa’s business units – including health insurance, optical, dental and aged care – under one banner, and introduces a suite of new brand assets to create distinctiveness and consistency across the portfolio.
The launch work focuses on a key insight – if every part of your mind and body are interconnected, then shouldn’t your healthcare be too? It demonstrates Bupa’s unique position in the Australian market to care for your overall health with a diverse range of health services.
Says Jim Ingram, national chief creative, Thinkerbell: “No bit of your body works in isolation, it’s all interconnected, and it just makes sense that your healthcare should work in the same way. Healthcaring gives Bupa a unique position in the healthcare category, and Bupa members the confidence they need to take on life.”
Says Alexandra Silk, head of brand, Bupa: “Healthcaring unifies our brand narrative. It’s helping to align our business around a shared ambition, the idea of more proactive, human and connected care to make it easier for our members to look after their health.”
The idea comes to life across a range of channels, including broadcast, digital, outdoor, radio, social and more.
Client: Bupa
Agency: Thinkerbell
Media: Atomic 212
Production House: The Producers
Post and online – Fin Design + Effects
Sonic Logo: Resonance
Sound: Bang Bang
Stills: Photoplay Photography
Photographer: Clint Peloso
11 Comments
Meet bland.
cool production
Those camera angles
Nice ad nice payoff
Bupa screwed me out of $12,000 after they downgraded my plan and only notified me by sending an email that went to my junk. I only found out AFTER having surgery. Spent countless hours over many months on the phone trying to appeal (while BUPA was simultaneously being investigated by the ombudsman) only to receive “no” after “no” and rejection after rejection.
That said, I don’t hate the new headline in this campaign. Words I never thought I’d say about Thinkerbell.
Could it be any more dull…
Anything else that we are told we need to welcome in constantly gets a fail from me. Lack of creativity to piggy back of an already played out and overused message and proposition. For mine, a failure and lacks originality.
ooooffff
The extension of the line is a nice touch. Good brand line as well.
You could be doing so much better.
Xoxo
Trash