The Private Health Insurance (PHI) category has become a race to the bottom. Insurers fight for share through a retail war of cost-based differentiation, selling only on price and promotional offers. Entering the Australian market, the giant UK insurer, Bupa, purchased three funds — MBF, HBA and Mutual Community — and they were challenged to migrate their members to create one unified PHI brand — Bupa Australia. The key objective was to minimise customer churn risk by rapidly growing awareness and understanding of the new Bupa brand. At risk was a 28 per cent share of A$15.744 billion (US$16.25 billion) in premium revenues. Just a one-point drop in share would contribute a A$157 million revenue loss.
Bupa has a different view and positioning approach to health insurance. Bupa believes health insurers should exist for one reason alone — is to help their members live a longer, happier, healthier life. It was from this insight the campaign promised Australians that Bupa can help its members enjoy a healthier life.
A fully integrated, three stage campaign; spearheaded by television, but utilising multiple bought and owned media — including direct, digital, press, outdoor, events, activations and sponsorships — drove the successful launch of Bupa.
As the largest chocolate brand in India, the task of growing the category was vested with Cadbury Dairy Milk (CDM). While chocolate penetration had ceased to be a task, having reached to well over 90 per cent, the per capita consumption of chocolate in India was still a mere 70 grams compared to markets such as the UK which was at 10.5 kilograms, and the US at 5 kg. The marketing challenge was to get people to eat chocolate more often and to create new occassions for chocolate consumption.
Drilling deep into Indian sweet culture and eating habits, CDM were able find a way to move from being a part of special occasions to becoming a daily habit in a single stroke. It started with having the right message at the right time and the right place. Match times at 2011 Cricket World Cup, which were usually around the evening meal time provided the perfect backdrop for unveiling the campaign.
CDM managed to find yet another way to get India to consume more CDM bars than ever. The campaign sold enough incremental CDM bars to go “over four times around the Great Wall of China”.