BUPA: How broadening the understanding of a well established brand delivers a threefold return on advertising investment

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.