Re-branding of Bupa Tebtom Program

The Bupa Tebtom Program is a free service offering from Bupa that focuses on providing medical and wellness support to our members. Since its inception in 2014, the program has served more than 15 million lives through its 6 service pillars.

Through the years, the program has slowly transformed its services putting more emphasis and focus on the medical aspect instead. Because of that, we needed to re-brand and work on revamping the brand identity what would better fit the service proposition.

As a first step, we've worked with a research agency to do extensive qualitative and quantitative research on the new identity concept before finalizing the new brand identity and roll-out externally.

Along with the new brand identity, the objective of the campaign was to:

• Increase Brand Awareness, Brand Association, and key attributes

• Establish digital innovation. Shift members to avail of Bupa Tebtom service through the app

• Drive Mobile App downloads

In collaboration with the Program Services and Marketing Communications team, we launched the campaign with a 360 Marketing plan.

This video ad shows Bupa Tebtom's different service touch-points we offer our members. The launch also saw Bupa Tebtom's new identity for the first time. The campaign generated 12M views on all our social media channels, achieved 61M impressions, and reached 44% of the target audience on MBC.

We've created new icons for the different service pillars.

We've developed the Key Visual for the mega campaign with the creative agency. Tactical KVs were also developed for the year-long campaign.

Direct Email sent to clients to promote the services.