Bupa HK highlights the importance of flexibility with new campaign

Bupa Hong Kong has unveiled a new campaign that highlights the importance of embracing flexibility, upon the launch of its new medical insurance products including “Bupa All Together” and a digital wellness app named “Blua Health”.

This comes as Bupa Hong Kong notices an increasing demand for flexibility among HongKongers in their daily routines such as takeaway options, the ability to work remotely and the convenience of data sharing. Therefore, the campaign aims to demonstrate how its new products empower individuals to embrace a more flexible lifestyle.

To present the concept of flexibility in a distinct manner, the campaign ad has introduced a character for local artist Ah Jeng, who is seen as the "Flexibility Queen / 彈性 Queen" by the brand. The campaign will run until November 2023.

Done in collaboration with a local innovative agency Good Work Collective, the campaign has also creatively played with the Chinese character “彈”, which signifies both jumping/bouncing and flexibility.

Through this character, Bupa HK hopes to provide advice on how to embrace flexibility in daily life. This unconventional approach deviates from the typical portrayal of flexibility in financial services campaigns.

In terms of visual execution, the campaign's key visuals (KV) and video prominently feature energetic scenes of Ah Jeng and her family members engaged in jumping and bouncing activities. These visuals aim to showcase the sense of freedom and happiness that stems from embracing flexibility in life. Additionally, this visual treatment serves as a connection to the word "彈" and its associated meanings.

The campaign aims to focus on young professionals and families who value flexibility and wish to avoid the wastage of their insurance coverage. On the other hand, it also aims to target individuals, particularly office workers, who prioritise their well-being and aspire to maintain a health-conscious lifestyle.

BUPA HK wishes to engage this audience by offering rewards for their daily health-related activities, such as walking and staying hydrated through drinking water.

In terms of the medium of promotion, the campaign will display instream video ads and pop-up ad banners across digital platforms including YouTube, as well as social media posts and videos. Moreover, out-of-home (OOH) advertising is also leveraged such as Central MTR concourse giant wall sticker, MTR trackside network video, and static ads on bus bodies.

Yvonne Leung, director of customer transformation and growth, Bupa Hong Kong, said: “In healthcare, we recognise the interconnectedness between individuals and their communities. With our purpose of helping people live happier, longer and healthier lives and making a better world, we are revolutionising healthcare services to create a seamless and connected journey for our customers.” 

“I am proud of our team, who worked tirelessly for six months, collaborating on ideation, research, development, usability testing, and forming partnerships with local start-ups. Their teamwork, creativity, and resilience fuelled our progress,” she added. 

Bupa Hong Kong announced the launch of the Blua Health app back in July this year, which aims to solve consumers' healthy living pain points. Blua Health provides Bupa customers with free access to cutting-edge AI health technology, empowering them to live healthier and earn rewards along the way.

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