Bupa: How Is Your Body Performing

Credits & Description:

Agency: Wcrs
Brand: Bupa
Country: United Kingdom
Advertising Agency: Wcrs, London
Entrant Company: Wcrs, London
Media Agency: Wcrs, London
Pr Agency: Wcrs, London
Production Company: Agile Films, London
Account Executive: Charlie Warner (Wcrs)
Creative: Jason Keet (Wcrs)
Production Assistant: Stefanie Forbes (Wcrs)
Creative: James Hodson (Wcrs)
Creative Director: Joe Miller (Wcrs)
Managing Partner: Tom Crossley (Wcrs)
Account Director: Chris Boyton (Wcrs)
Head Of Planning: Elisa Edmonds (Wcrs)
Creative Director: Orlando Warner (Wcrs)
Account Handling: Chris Moger (Wcrs)
Digital Producer: Christophe Taddei (Wcrs)
Director Of Technology And Innovation: Dino Burbidge (Wcrs)
Planning: Hayley Pardoe (Wcrs)
Strategy:
Research found that twenty to thirty year olds rarely thought about their health and believed health assessments were just for old people.They also didn’t consume traditional advertising. Spending more time on their mobiles and using social media online.We needed a piece of content that they would genuinely engage with, on the platforms they used.So we thought we’d use one of their favorite bands to create an interactive experience that lived on mobile and online.The experience was also sharable, creating conversations and expanding our reach.
Campaign Description:
Our solution was to team up with iconic indie legends, The Futureheads, to create an interactive music video, where we asked: How is your body performing? Each band member represented a different part of your body, and depending on your answers to four simple questions about your lifestyle, they played better or much, much worse.There were 54 performances in total, each different according to your lifestyle choices. At the end you got a review of your body’s performance and you could share your unique video on social media.
Brief with projected outcomes:
You can advertise any over-the-counter medicine, including pharmacy medicines, to the general public.You can’t advertise prescription-only medicines (POMs) to the general public but you can promote them to healthcare professionals and others who can prescribe or supply the product.You can’t advertise any medicine that is not licensed by the Medicines
Outcome:
The campaign reach was 9.1 million.The average engagement time was 3 minutes. The campaign helped changed the way a younger audience perceived the Bupa brand.
Synopsis:
Many twenty to thirty year olds live a rock and roll lifestyle without thinking about the consequences. The healthcare provider Bupa wanted to make them aware of how their lifestyle choices could be affecting their bodies and consider signing up for a health assessment.
Execution:
We created an interactive music video, that worked across both desktop and mobile. The user answered four simple questions about their health, with each one changing how the rest of the video played out. There were 54 possible outcomes, showing them how their body would perform if it were a band. At the end the user received a review of their body’s performance and could share the music video with their friends across social and messaging platforms. This in turn encouraged these friends to create their own experience. The campaign was supported by earned and paid channels, specifically a media partnership and paid social across an eight-week period. By creating an experience that people wanted to share we also drove significant earned participation among the target audience.