This ad from Bupa has successfully linked back to its television campaign (Extension), also generating strong levels of Re-appraisal.
The ‘healthier you’ message appeals strongly to the Public Agenda, with respondents commenting that ‘it seems more personal than other insurance agencies’ and was ‘easy to relate to’.
Given most people see health insurance as a ‘grudge purchase’ these positive associations with the ‘new’ brand are encouraging.
The most likely action off the back of the ad was ‘Web search / visit company website’, which is not an explicit Call to Action in the ad but demonstrates how the web has entrenched itself into the purchase funnel of products such as insurance, especially in the information gathering stage.
Bupa now ranks #3 against insurance category ads we’ve tested against ActionMap (since March 2010).
This ad is an excellent example of how newspapers can strengthen your television campaign, and drive potential customers to your website.
Download full results in the document below.