Bupa Out of the Blue

Brief Bupa reduced churn rates whilst engaging with customers on an emotional level. The selected solution had to be aligned with the values of being a heath partner that looked after their customers.

Solution In order to leverage Bupa’s diverse audience base, customers were clustered into different groups and incentives were carefully chosen to be aligned with both the individual customer segments and the Bupa brand ethos of being the ultimate health partner.

Results At the end of the campaign lapse rates achieved were 340% above target. Additionally the new lapse rates achieved were 45% lower than the industry average. Customer engagement results were 35% above target.


  • Marketing Excellence Awards 2016:Chartered Institute of Marketing, Integrated Marketing Communications - Customer Retention
  • BRONZE:Institute of Promotional Marketing Awards 2016, Direct Marketing Campaign
  • SILVER:European Integrated Marketing Communications Awards 2016, Direct 1:1 Campaign

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