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The challenge

Premium healthcare provider Bupa Global identified that 50% of their customers lived within five miles of each other, across 10 affluent London postcodes.

Our brief was to maximise the value of this insight by driving new customer acquisition in these tightly-defined areas.

Making it happen

We developed a hyper local multichannel strategy. This tested alternative approaches to their current marketing activity, trialling above the line activity for Bupa Global to roll out to other key markets.

The creative focused on simplicity – the simpler the idea, the less places there are to hide. This was delivered with precision. Copy drilled down to the true USPs, while the art direction stripped away anything unnecessary. This created a strikingly simple aesthetic with instant takeout. As well as real stand-out in visually chaotic environments like the Underground and with our time-poor audience.

The results

Our highly targeted approach paid off. This initially started as a test and learn campaign, but the following results from the first quarter made it clear to Bupa Global that this needed to be more regular.

Now it’s an essential part of the brand’s quarterly marketing activity:

• 51% uplift in website visits from London addresses

• 23% uplift in people directly typing the web address into their browser

• 3 x the volume of inbound calls using the number on the website

• £620,000 in Gross Written Premiums in the target postcodes.

Date created: September 2018 2018-09-01T00:00:00+0100
Date published: 11 September 2018 2018-09-11T10:35:25+0100

MADEIT CREDITS

Bupa High Net Worth - Micro-targeting, macro-sucess

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