Thinkerbell launches new FLEXtras cover for Bupa

Thinkerbell’s latest campaign for Bupa launches the all-new 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.

The campaign launches this week on TV, social, digital and retail channels.

Bupa appointed Thinkerbell to its masterbrand creative account in December 2020.

The campaign idea comes to life across a series of scenarios, each one dramatising a different individual who knows exactly what Extras services they need in their life, for very obvious reasons.

Thinkerbell national chief tinker, Jim Ingram, commented: “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 – real personalised choice with FLEXtras. And it does so as simply as possible.”

Bupa general manager of marketing, Naomi Morton, 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.”


Client: Bupa
Creative: Thinkerbell
Media: Atomic 212
Production: Scoundrel
Offline: Phillip Horne
Online/Grade: Matt Fezz
Sound: BangBang


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