Bupa Australia has launched a new campaign.

The campaign seeks to relaunch the three retail brands under Bupa’s umbrella on a single creative platform. Bupa hopes the campaign will consolidate its marketing to create a consistent offering.

“This innovative approach is markedly different to the bulk of our competitors, who traditionally focus on price and offer based campaigns,” said Mark Engel, Bupa’s marketing director.

“And while we remain committed to being price competitive, we decided the creative focus should centre around the millions of unique ways we help customers’ lead longer, healthier and happier lives.”

The campaign was developed by the Sydney Clemenger BBDO team responsible for Vodafone’s ‘Someday’ execution. Richard Maddocks, executive creative director, explained the creative response:

“The thing is that consumers tend to see most health insurance advertising as a little dull, so our challenge was to do something that felt fresh and new but still remained relevant. I think the thing we’re most excited about is a new tone of voice for the brand that’s positive but at the same time let’s us have a bit of fun and talk to consumers in a way they can relate to.”

Bupa Australia overarches three retail brands: HBA, MBF and MutualCommunity.