| 标题 | Knee |
| 广告公司 | WCRS |
| 广告战役 | BUPA-The Personal Health Service |
| 广告主 | BUPA |
| 品牌 | BUPA |
| Posted | 6月 2000 |
| 产品 | Healthcare |
| 行业领域 | 卫生及个人护理产品 |
| 哲学 | BUPA needed a new brand positioning, strategy and communication campaign. The objectives were clear: all were met. WCRS developed the central thought of BUPA as "the personal health service" into an advertising approach that form its launch showed the ability to significantly enhance appreciation and understand of the brand. It also generated unprecedented levels of consumers response, which led to a market upturn in the performance of a vital area of the organization's business. |
| 结果 | The 'Personal Health Service', through its expression in advertising, has facilitated the emergence of BUPA as a total health and care company and seen a growth in awareness, consideration and purchase of products beyond PMI. The campaign also made a significant impact on BUPA revenues resulting in an ROI of £3 for every £1 of advertising spend. Being the Personal Health Service has also inspired innovations in customer service and consequent improvements in staff morale. |
| 媒体类别 | 电视 |
| 长度 | |
| 市场 | 英国 |
| Board Account Planner | David Golding |
| 广告经理 | Eileen Folan |