Case History Database

At the start of 2011, Bupa, as a consumer facing retail brand, did not exist. By the end of the year Bupa was successfully launched, had migrated the member bases of three of Australia’s most loved and largest PHI brands and carved out a new market position, distinct and separate from the fiercely competitive category. Results: 1. Awareness of Bupa: 142% of target. 2. Connection of legacy brands to Bupa: 119% of target. 3. Consideration of Bupa for PHI: 127% of target. 4. Clear perceptual positioning as “Acts like a healthcare partner”. 5. Total lives growth: 106% of target.

	Author / Senior Strategy Planner		Michael Hyde
	General Manager		Chris Howatson
	Senior Account Director		Kirsten Darbyshire
	Senior Account Manager		Lesley Silverstone
	Executive Planning Director		Paul Rees-Jones
	Art Director		Lee Sunter
	Art Director		Anthony Phillips
	Copywriter		Andre Hull
	Copywriter		Richard Williams
	Executive Creative Director		Ant Keogh
	Director Group Development		Mark Engel		Bupa Australia
	Head of Marketing		Miles Callaghan		Bupa Australia
	Head of Brand Marketing		Andrew Smith		Bupa Australia
	Head of Marketing Services		Alison Wild		Bupa Australia
	Brand Marketing Execution Manager		Sue Brailsford		Bupa Australia
	Brand Marketing Specialist		Carly Nankin		Bupa Australia