Bupa’s health insurance for SMEs is designed to keep teams at their best and ready to deliver. But too many small business owners are missing out.
As part of our ongoing strategic and creative partnership with Bupa, the B2B marketing team briefed us to develop their first-ever brand building campaign targeted at SMEs. Our objective was to get business owners thinking differently about health insurance, showing the value it provides for their business as well as their employees.
We developed the ‘Let’s Get Growing’ campaign to show how positive employee health can power business growth. Audience insight revealed that despite challenging trading conditions in recent years, SME leaders remain firmly focused on growing their business. However many need a partner to help support their employees’ health and wellbeing, and tackle challenges such as presenteeism, burnout and staff turnover which hold back team performance and ultimately stifle business growth. Our campaign shows that when employees are feeling at their best, they can take a business to the next level.
A hero film and supporting outdoor and digital assets tell the story of a diverse set of SMEs at the top of their game, their employees driving key moments of business growth such as expansion, winning new clients, meeting increased demand and performing under pressure.
The integrated campaign stretches across addressable TV, CTV, digital radio and podcast advertising, out of home (targeting business commuters and trade SMEs in transport hubs and on arterial business routes) and is supported by paid social media activity on LinkedIn and Meta. The creative is designed to fit within the existing Bupa brand platform, This is health. Imagery is warm and authentic, with colourful, expressive typography designed to bring the benefits to life.
Hero film
Instagram story
Behind the scenes
While full results will follow, audience testing confirmed the power of our approach. Our focus on growth and active, ‘you can do it’ tone resonated with our audience of ambitious entrepreneurs, and the message that healthy people can drive business performance was found to hold strong appeal.
Production: Lost Clock Productions
Photography: Harrison Reid