A new brand platform to drive reappraisal

Shot by Cannes Grand Prix award-winning director Martin de Thurah through Academy Productions, the film explores the life-affirming moment of relief and joy that comes as the female protagonist of the ad realizes that she has finally beaten cancer for good.

Like Comment

CHALLENGE

At one point or another, we’re all reliant on healthcare. For some, those times might not come as often as for others. But, whether it’s for something big or small, it’s always good to know you’re in safe hands. Our challenge was to grow Bupa’s customer base by positioning them as the health insurance provider you can count on for the big and the small things in life. 

SOLUTION

The Dancing Lady

Bupa are in the business of making people feel better. That’s why we shifted their tone of voice to sound much more positive. We wanted everything Bupa said to be a celebration of all of life’s good bits. Because Bupa are all about getting you back to the good bits as quickly as possible. We brought the new tone of voice to life in a TV spot called ‘The Dancing Lady’ and a new end line ‘For Living.’

How is your body performing?

Bupa don’t just make people feel better. They help prevent people from becoming poorly, too. Like how they want to get younger people to sign up for the Bupa health assessment, so that can help spot problems early on.

We teamed up with iconic indie legends The Futureheads, to create an interactive music video called ‘How is your body performing?’ The video featured band members representing different parts of the body. Users 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 users how their body would perform if it were a band.

IMPACT

The Dancing Lady

The Dancing Lady TV spot performed brilliantly in digital, most notably with a 30% view through rate on YouTube and an exceptional 76% view through rate on Facebook. It received numerous industry accolades including, ‘Health Marketing Strategy of the Year’ at the Drum Marketing Awards, a Silver Cannes Lions, 5 Creative Circle Awards, including Gold and 3 British Arrows, including Gold. And, most importantly, the advert contributed to Bupa PMI having their best ever Q1 in terms of leads and increased brand recognition from 26% - 37%.

How is your body performing?

The video had a reach of 9.1 million, and an average engagement time of 3 minutes. Importantly, it changed the way a younger generation viewed healthcare; awareness of Bupa Health Checks increased by 35% for all 18-24 and 32% for 25-34 during the campaign period. Of those, the likelihood to consider a Health assessment in the future saw increases of 83% 18-24 year olds and 76% for 25-34 year olds, beating the benchmark of 35-40%.

Go to the profile of ENGINE

ENGINE

ENGINE is a Future company. We see the world as divided into those who are disrupting and those who are being disrupted. In the connected age technology is changing the relationship between brands and consumers; the ubiquity of mobile devices, always on connectivity, and direct access to brands and their products, services, and support has redefined what we expect and how we want to engage with them. So we’ve built a company to help both sides of the divide. We are a full stack consultancy, technology, insight, data, brand and experience, and advertising and communications company.

No comments yet.