How do we refresh a global brand?

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Bupa Global ambitiously set a target to improve the health of the world. To achieve this, it was agreed that Bupa had to move beyond Insurance into Health & Care. And, more importantly Bupa wanted to be loved by their customers and their people. The new global brand positioning ‘Healthcare Partner’ and a new brand expression were developed and then rolled out across all markets around the world. The logo was not altered but the master-stroke of reversing it out of a box achieved immediate stand out for the brand - especially in digital application and created an 'ownable' asset for Bupa around the world.

In Australia, the strap line ‘Find A Healthier You’ focused on preventative care for the first time in health insurance. The successful campaign after the Australian rebrand saw brand awareness increase from 11% to 91% in just 2 months. The outcome was a re-defined Bupa brand at international level, achieving commercial and business results whilst ensuring marketing effectiveness that resulted in a unique and differentiated end-to-end customer experience that reflects the brand positioning at every interaction.

And just to be clear, BrandQ Partner, Sarah Stevens, was Global Head of Brand Expression at Bupa when this work was executed. Sarah was involved in creating the global brand positioning and then relocated to Australia to direct the transformation of the brand expression across the Bupa-owned health insurance businesses, MBF, HBA and Mutual Community.


Sarah led a highly successful internal launch of new Bupa brand. She was highly professional and a brought a depth of experience and insight to the project. She was a pleasure to work with.

Penny Lovett, Bupa, Director Human Resources


Project included:
Insights, Customer Value Proposition, Brand Architecture, Naming, Logo, Tagline, Visual Identity, Guidelines, Digital Strategy, Social Media, Website, EDM’s, Implementation Support, Internal Launch, Go-to-Market