Bringing the human body to life as a rock band, international healthcare group Bupa has launched a video led campaign to encourage young people aged 25 to 35 to stay healthy and perform at their best with key lifestyle tips through its Health Assessment service.
Developed by ad agency WCRS and with media planning and buying handled by MEC, the campaign is focused around an interactive video, built by Brainient, featuring a body (in the shape of rock band The Futureheads) performing, with a key critical health area of the body – liver, heart, lungs and bones – allocated to each member. The viewer is asked a series of questions about how they feel and their lifestyle, with their answers affecting the performance of the body.
Initially the band sounds great, but depending on the answers you give and how they affect the different parts of your body, the performance starts to deteriorate, reflecting the viewer’s health. They are then encouraged to book a Bupa Health Assessment to get a more detailed check up along with lifestyle advice.
The video will be promoted in relevant online environments via digital brand specialist Collective’s specially-built rich expandable media (REM) ad unit.
“Our innovative rich expandable media unit sits alongside relevant editorial content and offers Bupa user-initiated brand engagement. In this case, encouraging the target audience to take the Bupa ‘Futureheads body video’ health test,” said Paul Lowrey, Collective’s Strategy Director.
“Rich expandable media brand solutions have proven to be highly effective at changing consumer behaviour when combined with accurate targeting and contextual distribution.”
Originally posted Marketing Communication News 17 November 2016