You don’t need ante-natal cover in your fifties. You don’t need acupuncture cover if you’re scared of needles. Bupa has launched FLEXtras cover, an industry-first flexible Extras product that lets you pick a handful of extras services you’ll actually use and cut the ones you won’t. Thinkerbell has launched a series of fun spots that remind you why this is great. Each scenario dramatises a different individual who knows exactly what extras services they need in their life, for very obvious reasons:

Jim Ingram, national chief tinker at Thinkerbell, stated, “When it comes to extras cover, only you know what your life needs – and it’s not a huge bundle with services you’ll never use. Our campaign introduces a long-overdue alternative – really personalised choice with FLEXtras. And it does so as simply as possible.”

Naomi Morton, general manager of HI Marketing at Bupa, added, “Customers have told us they want more value for money and don’t want to pay for things they don’t need. The FLEXtras product and our supporting campaign directly addresses this pain point. Our job was to find a creative hook that explains the product to customers in a way that is simple and relevant.”

The campaign is running across TV, social, digital and retail channels. (If you are having trouble reading this story, consider selecting optical cover as part of your FLEXtras package.)

Credits:

Client: Bupa
Creative: Thinkerbell
Media: Atomic212
Production: Scoundrel
Offline: Phillip Horne
Online & Grade: Matt Fezz
Sound: BangBang