Helping Bupa customers find their perfect frames.
Overview
Bupa is committed to helping people live longer, healthier and happier lives, what was missing in their Optical business was a belief that the brand could deliver style too. As one of Australia’s most trusted health insurance brands, it was important to give optical customers another layer of curated care.
To tackle this perception, Bupa Optical launched a new service offering at each of their stores; a free Stylist Session that would give each customer bespoke frame and lens advice to help customers unlock their individual look.
Challenge
The overall objective for Scooter was to develop an impactful and engaging campaign that introduced the stylist session and repositioned Bupa as a more fashion forward optical brand.
To achieve this, we needed to show the transformative experience of finding the perfect pair of frames for each customer. A pair of frames that accounts for a customer’s personal style and face shape, a pair of frames that makes them look and feel amazing.
At the same time, the campaign needed to feature Bupa brand cues and detailed offer messaging to make sure the campaign resonated with both existing Bupa customers and non-Bupa customers.
Solution
We created a multi-channel integrated campaign that reached both existing health insurance, and crucially, non-health insurance customers too. Working with key production partners and a director who understood the fashion and editorial creative direction required we brought the stylist campaign to life through; TV commercials, photography, social media, in-store point-of-sale, web and digital advertising, and in one-to-one customer comms.
Our hero film and cutdowns incorporated dynamic camera techniques that heroed our diverse range of talent and Bupa Opticals incredible range of frames. Leveraging the established brand toolkit in playful new ways, we took the Bupa Optical brand to the next level.
