Project Overview

Tortoise & Hare partnered with Bupa over the course of three years to support them with all of their member-facing below-the-line marketing activity. This support spanned strategy and planning through to digital execution of customer-centric communication and omnichannel marketing campaigns.

Customer objective

Inspiring better health outcomes for members and their families. 

Business Objective

Driving revenue, customer engagement and loyalty-based outcomes from Bupa’s four million Australian members.


As one of Australia’s largest health insurance providers and armed with the ambition to be the world’s most customer-centric healthcare company, Tortoise & Hare are witnesses and collaborators to how Bupa are focused on doing just that. From strategy to execution, Bupa places the customer first and lives their purpose of helping Australians live longer, healthier, and happier lives with every product, initiative and campaign


Health Insurance, Health & Pharmaceuticals, Loyalty

Company size:

10,000+ employees

Collaborated with T&H:

2018 - 2020

Bupa digital campaigns

Collaborating closely with Bupa’s customer retention team, Tortoise & Hare followed a thorough strategic planning cycle to map out a quarter-by-quarter customer engagement approach, covering a broad range of communication objectives, including:

  • Mandatory, service-based updates
  • Policy education 
  • Product utilisation
  • Health and wellness engagement
  • Customer loyalty 

Campaign execution spanned the breadth of all below-the-line marketing communication types including, email marketing, social media, website development, direct mail, local area marketing, as well as owned, earned and paid digital creative.

Bupa turning 31 campaign

During our partnership with Bupa, we delivered over 80 below-the-line marketing campaigns. 

While impossible to do justice to the depth and breadth of this body of work, there were many highlights including, a ‘challenger’ marketing campaign targeting members approaching the age of 31 who were at risk of incurring Lifetime Health Cover loading if they didn’t take up Hospital Cover. 

This campaign outperformed the incumbent with a 6.1% conversion rate, resulting in over 500 new policies sales and a 12x ROI.

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