BUPA
2022
CAMPAIGN
Bupa is one of the world's largest and most prominent medical insurance providers, with a significant presence in the region. Historically, the company has predominantly focused on the B2B market, but has now set its sights on expanding into the B2C space through its unique business model - leveraging online platforms to offer insurance products without the involvement of intermediary agents.
In 2022, Bupa launched a groundbreaking new insurance product called "ONE BUPA," a comprehensive, one-stop-shop solution that enables customers to easily access medical services and manage their insurance claims, all through a seamless digital experience. Recognizing the need to raise awareness around this innovative offering, Bupa approached our agency to develop an impactful above-the-line marketing campaign. The goal is to highlight the key features and benefits of ONE BUPA, while effectively engaging both new and existing customers within the rapidly evolving insurance landscape.
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Marketing Strategy
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Tagline & Copywriting
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Creative Direction
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Celebrity Management
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Design Adaptation across channels (OOH & online)
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TVC shooting
SCOPE
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We tailor made 3 different characters based on the characteristics of the 3 talents / celebrities and the typical HK-ers mindsets
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"多勞 " who is a typical HK-er who is always working hard and spend little time on his / her mental and physical well-being
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"奄Jim" who is also a typical HK-er who has very high standard and expectation in everything
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"Bupa時間管理大師" who is the mastermind who knows how to make the best use of her time
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Through the interaction of these 3 distinct characters, we created sets of key visuals and TVC to introduce the new Bupa product in a fun and unconventional way that resonates with our target audience
HIGHLIGHT
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Over 1 million views across channels
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Created a scalable and adaptable asset system for internal team and social media agency to use across all channels
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Created huge awareness and engagement online and offline across target audiences of different age range
IMPACT
