A new chapter in health
Bupa needed to launch a groundbreaking new personalised health proposition. They engaged Rationale to turn a complex DNA health testing offering into an understandable everyday product.
Bupa had a chance to capture attention by being first to market. Their first product allows customers to find out what medications will work best for them, based on their DNA. However, limited public understanding of genomics meant customers’ fears of what this test could reveal loomed larger than the benefits.
Digital OOH
Press ads
Our launch campaign framed Bupa’s DNA health tests as an innovative new tool for taking control of your health and opening up new healthcare possibilities.
We developed a strategic approach and creative concept to power a full funnel, £600k media campaign, bringing the benefits to life across video, digital OOH, social media, and print.
Creating a sense of ownership and empowerment was at the heart of our campaign – with this new knowledge, customers can make informed decisions about their health, supported by Bupa clinicians. Rooted in the idea that the power to re-write your future is in your DNA, our messaging explained the product, and the problem it solves, in everyday language.
Colourful visuals inspired by DNA sequencing, combined with uplifting, authentic photography, spoke to both the innovative nature of the product and the positive impact on customers’ health outcomes.
New Scientist cover takeover
New Scientist fold out cover
Our campaign established Bupa’s market leadership in this innovative space, taking ownership of the category, generating buzz and strengthening brand perceptions while strengthening brand perceptions and preference.
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