Bupa DRTV advert created by the Black Hole
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The Black Hole product story
Edited by the Marketingweek Marketplace editorial team
Nov 7, 2008
The Black Hole has developed a television advert for Bupa to meet the needs of the changing UK market and address key consumer concerns.
The DRTV advert, which launched across satellite and cable channels in October, has been developed by the Black Hole to develop responsive advertising for its private medical insurance (PMI) products.
The Black Hole and Bupa used existing and new market research and a series of workshops to investigate customers' current priorities and opinions of PMI, and Bupa in particular.
Key findings included PMI customers' worries over understanding what they are actually covered for and the fear that they will only find out what they are not covered for at the time they really need it.
The advert highlights the fact that because everyone is different, Bupa cover is underwritten at an individual level.
The Black Hole worked with production partner PSA Films to produce the adverts.
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