This is Health
As a long-term partner, Bupa challenged us to develop a unified brand positioning that could reshape their communication strategy. Drawing on years of insights and collaboration, we worked closely with Bupa and MullenLowe to make their services more accessible while maintaining their reputation for excellence.
Sonder are a much valued strategic and research partner to Bupa. Having worked with them for a number of years, we are always confident that they will respond to strategic challenges with innovative thinking delivered in an honest and clear way. Sonder excel in bringing new considerations as the health landscape evolves and I trust they share our passion for the Bupa brand.
Angelique Waker
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Curiosity
Bupa, a long-term partner, approached us with a challenge: create a single, powerful brand positioning that could drive all aspects of their communication. Our deep understanding of the brand — built through years of long-term tracking and ad hoc qualitative work — made us perfectly placed to tackle this. The traditional view of Bupa as the ‘Rolls Royce of PMI’ needed a refresh, with accessibility as the new focus. Building on the success of their Mental Health campaign, our goal was to help replicate its impact while making Bupa’s services feel more reachable.
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Conscience
In 2022, we collaborated with creatives and planners at MullenLowe and Bupa’s team, using a staged development process. Our sessions ensured that each piece of creative worked as hard as possible. We recruited participants from across Bupa’s business units to guarantee insights relevant to both customers and business partners, delivering results that could drive impact across the board.
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Complexity
This project brought a favourite strategic challenge: balancing rigorous reporting with smart, forward-thinking analysis. By mapping out a clear creative development path, we helped Bupa focus on one of their biggest hurdles—making their services easier to access. Our goal was to make Bupa both top of mind and simple to engage with.
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Conviction
The insights we provided shaped Bupa’s new masterbrand positioning: This Is Health. This positioning became the backbone of their evolving digital strategy, informing future campaigns and shaping how Bupa communicates its brand, ensuring it resonates with diverse audiences and remains accessible to all.
Case Studies
Don't just take our word for it - with an average retained tenure of 8 years, our client work speaks for itself
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