Sydney creative hot shop The Hallway has been appointed by Bupa.
The agency of 28 staff takes on advertising duties for the private health care brand’s aged care offering.
The Bupa account is held by Clemenger BBDO Melbourne, although the agency was not working on this part of the business.
The Hallway began work for its new client with a brief to educate 48 federal MP’s on Bupa’s view on the future of aged care reform in Australia.
The agency produced forty-eight personalised video direct mail packs, each containing a film tailored to each MP.
The mail packs were supported by the mobilisation of Bupa aged care staff, residents, their families and the public to boost awareness among MPs.
An online video petition was created that integrated with supporters’ Facebook profiles. Tools were provided that allowed supporters to contact their MP via email and pre-printed postcards, and share their support through their social networks.
The campaign resulted in a 57% response rate – visits by MPs to Bupa aged care facilities.
Bupa Aged Care’s marketing director Stephen Druce, commented: “We gave The Hallway a tough brief and virtually no time. They came back with an idea and approach that worked as well on us as it did on the target audience. We loved the work, we loved the results even more.”