Bupa uses print ads to change perception of brand
January 4, 2012 by Gareth
Private healthcare company Bupa has recently been the talk of the marketing world after it chose to use print as the leading medium in its latest advertising campaign.
Bupa will use printed advertisements to educate and inform potential customers about the different types of services that the healthcare company offers, such as corporate healthcare plans and care homes. The managing director of Bupa, Martin George, spoke to Marketing Magazine about the new advertising campaign, saying:
“For a lot of people, it is just seen as a private health insurance company. We wanted to challenge preconceived ideas about what we offer and who we offer it to. We’re trying to promote the relevance of what we offer to more people.”
Print is a medium that connects with a number of different people on a number of different levels. This is why Bupa has chosen to start its new advertising campaign using full colour printing. From Lutterworth to London and throughout the rest of the UK, these ads will aim to change the public’s perception of Bupa, taking mind-sets away from thinking that Bupa simply offer health insurance and instead showcasing the range of products and services that the company offers.
The print campaign will also be supported by TV ads which will run later in the year. These TV ads, combined with the pre-awareness that is generated using digital printing will help to promote Bupa’s new proposition, which has been revealed as:
‘helping you find healthy.’