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.
Eye spy with my little eye… Bupa Optical’s new CRM Program.
Background
The way we talk to our customers is more than just the exceptional in-store experience we provide – it’s about the ongoing conversation we have with them via channels like direct mail, email, SMS and more.
Through these channels, we need to be engaging with our customers in a way that adds value to their experience and drives loyalty – building a base of customers for life.
Solution
The new Customer For Life CRM program has redefined our customer journeys to deliver the right messages, at the right time to support our collective acquisition and retention efforts.
Quintessential to the success of the new program was to land a best-in-class creative concept and suite of assets. Partnering with agency Scooter, we have delivered a refreshed creative that’s more personalised and connected for the customer than ever before. An essential part of our creative development was to also establish a concept that could stretch across any future journey, driving a consistent brand look and feel for our customers.
Bupa Optical provides eye care and eyewear to Bupa members and non-members.
Challenge
The brand had limited recognition among individuals without Bupa health insurance. To address this challenge and expand the business, we were asked to boost growth by targeting the non-member segment while also elevating engagement with existing members.
Although backed by a renowned global health brand – Bupa Healthcare – the business had yet to fully tap into its potential. The generic and uninspiring creative elements meant a lack of distinction and impact.
Solution
We ensured that the work was engaging, dynamic and eye-catching through memorable creative. We rolled this out over online and offline campaigns for contact lenses, eye tests, and sales promotions, as well as a newly revamped customer relationship management program.
