BUPA 2023 CAMPAIGN

Bupa, one of the world's largest medical insurance providers, has maintained a strong foothold in the regional market. Historically, the company has primarily focused its efforts on the B2B segment, but has now set its sights on expanding into the B2C space. Leveraging its unique business model centered around online platforms, Bupa aims to reach customers without the involvement of intermediary agents.

In 2023, Bupa has launched two major new products to cater to the evolving needs of the Hong Kong market. The first is a flexible insurance solution called "Bupa All Together," designed to provide customers with greater control and personalization over their coverage. The second is a groundbreaking digital wellness app titled "BLUA HEALTH," which empowers users to proactively manage their health and well-being.

To drive awareness, engagement, and conversions around these flagship offerings, Bupa has turned to our agency for support. Through a strategic, multifaceted marketing campaign, our goal is to effectively communicate the unique value propositions of both "Bupa All Together" and "BLUA HEALTH," positioning Bupa as a forward-thinking, customer-centric provider that is responsive to the changing demands of the Hong Kong population.

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Marketing Strategy
Tagline & Copywriting
Creative Direction
Celebrity Management
Design Adaptation across channels (OOH & online)
TVC shooting

SCOPE

Differentiate ourselves from all other financial services campaign as all of them essentially focus on similar key message like flexible 靈活, in your control自主, tailor-made 個人定製 and etc
We created a character for Ah Jeng called “Flexibility Queen 彈性 Queen” to advise people how to be more flexible in daily life. We played around with the word “彈” which means jump / bounce in Chinese but in the same time flexible, which is seldom used to talk about flexibility in financial services campaigns.