Emotional scenes as One delivers TV ad for Bupa
Manchester agency One has delivered a direct response television campaign for Bupa, the leading UK private healthcare provider.
Following a competitive pitch, One worked with Bupa’s insight and designs teams to develop the TV commercial – which went through two rounds of consumer research – as well as providing support on other campaign components including web assets, digital display, clinic POS and emails.
The ‘Back on track’ DRTV commercial represents a shift from previous ads by highlighting the emotional benefits of Bupa’s private medical insurance, supported by the promise of "fast access to treatment".
The ad was produced in collaboration with Chief and involved a location shoot in a suitably rainy Manchester, followed by a glorious day in Snowdonia for the outdoor scenes.
To date, the campaign is achieving its commercial objectives, with both telesales and online lead generation performing strongly.
Will English, client services director at One, said: “We were absolutely thrilled to get the opportunity to work with Bupa, a leading UK blue-chip brand, on such a high-profile project.
“It was a fantastic brief from an organisation determined to take an alternative approach to DRTV. A lot of effort went into strategic planning and nailing the emotive creative proposition – that nothing matters more than your family’s health and wellbeing – and we think that shines through in the commercial.
“We’re really proud of the work and pleased it’s performing so well.”