BUPA: How broadening the understanding of a well established brand delivers a threefold return on advertising investment - IPA Effectiveness Awards Case Study 2002

Brief Description: Relaunch campaign for BUPA private medical insurance provider. Objective: to move away from PMI as an elitist service and position BUPA as available to more people, with a wide range of products and services. The theme was BUPA - the personal health service. Media: TV (5 ads) supported by press and radio. Evaluation: 50% awareness achieved quickly. Increases shown in value share of PMI market, number of policy holders, awareness of BUPA services and brand image perceptions. Payback estimated to be £3.25 for every £1 spent on advertising. ;---(TAGS)--- Full Title: Bupa : how broadening the understanding of a well established brand delivers a threefold return on advertising investment ; Number: 2002/14 ; Brand Name: Bupa ; Client: Bupa ; IPA_ProductCoding: Financial Services (Insurance - motor, home, life, pet, funeral, card protection, payment protection, legal, accident, critical illness, health etc.) ; Agency: WCRS ; Author: Nicolette Robinson, Marco Centonze ;