advertiser-in-arabia portfolio[ Bupa Arabia ]

Category: Personal and corporate financial planning 

Disciplines: Health Insurance 

Brand:Bupa Arabia

Category dynamics
•The biggest market in the middle east and with it comes many interesting opportunities and threats. Saudi Arabia is a very staunch muslim society ad up till very recently the market has not had any laws regarding insurance. In fact insurance is forbidden by the Quran in some peoples view

Wellness

•Objectives: Being Fit and Well for Life, the campaign devised to serve a single objective; corporate brand awareness via wellness approach.

•Devices : –Press –Digital –BTL –Activation
•Strategic communication platform :  “You are the guardian of their wellbeing”
Business
•Objectives: to take a step a head before it becomes mandatory for all business to cover there staff member with unified health insurance plan 

•Devices : –Direct Mailer –Press –Digital –BTL –ICP –Loyalty program

•Strategic communication platform: Bupa empower you for leadership , control & growth.. Bupa  is there for you to see you leading with sharp predictability

Family

•Objectives: diversify brand offering to engage with individuals group 

•Devices : –Press –Digital –BTL –ICP –Loyalty program

•Strategic communication platform: Helping you take care of them

IPO

•Objectives: to offersBpa shares for the first time to the market, at a precise subscription price. The offer is addressed institutional investors (such as banks or investments funds) and to “general public”.
•Devices : –PR –Press –ICP (shareholder letter, hush hush poster) –Event management

•Strategic communication platform: Competence-Based Communication (CBC) To position Bupa Arabia as a brand of good quality and  above all a partner, a reliable competence provider…that is a supplier of solutions… a firm that has the capability to align its offer to the specific needs of the customer, … that has the skills to be a valid reference for the customer’s problems. In a nutshell, “Differentiation”