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Bupa and TLC win CIM Customer Retention Award

Bupa and TLC take home the CIM Customer Retention Award 2016

Posted by emma.critchley | 15 April

Last night, 14th April 2016 TLC Marketing alongside Bupa became winners at The Chartered Institute of Marketing, Marketing Excellence Awards. Taking home the award for Integrated Marketing Communications: Customer Retention for the Out of the Blue campaign. 

Out of the Blue won this award not only because it made a step change in how Bupa approached retention, but because it also provided a new creative and digital benchmark for the way Bupa engaged with its customers. All of this was achieved against a backdrop of challenging market conditions. The success of the campaign was such, many customers expressed their delight on previously Twitter - a previously unused social media channel for the brand. This engagement extended the reach of the campaign outside the core retention audience and created additional awareness for Bupa. The campaign also provided key learnings around email marketing and generated over 1,800 new opted-in email addresses for future campaigns.

Customer retention is critical to any business, but none more than the insurance sector. Bupa needed a customer centric approach that would create a blue print for a future retention strategy, so we worked together to create the Out of The Blue campaign which aimed to surprise and delight customers and be their ultimate health partner. The fresh approach paid off both with both Bupa and the Chartered Institute of Marketing, Marketing Excellence Awards.

Nigel Samson, Group Account Director at TLC Marketing says, "It is fantastic to win this award and testament to the hard work put in by everyone at Bupa and TLC Marketing." 

Louise Miller, Senior Retention and Loyalty Manager at Bupa says, "We were always so proud of our Out of the Blue campaign because of it's creative, innovative approach, but to be recognised as award winning by such a respected institution like the CIM that really is something special."

Hopefully this will be the first of many for Bupa as we await the results of the Insurance Marketing and PR Awards on the 10th June, and the Institute of Promotional Marketing Awards on 14th June.

For more information about this campaign get in touch with Emma Critchley or drop her a call on 020 7725 6029.


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