Bupa HK campaign: Suffering from cardiovascular diseases is more likely than meeting a soul mate in our lives

Insurance companies have been finding ways not to scare customers in their ads and some of them even leverage a lighthearted approach to engage them. In a recent campaign, Bupa Hong Kong has told the differences between finding a soul mate in people's lives and the chance of suffering from cardiovascular diseases, hoping to raise audiences' awareness. 

The campaign video, in collaboration with Secret Tour Hong Kong, features artist Benny Chiu. In the video, Chiu fails to capture the attention of a lady and he immediately feels unwell and puts his hand on his chest. This response is aimed at telling the core idea of the campaign: The probability of suffering from cardiovascular diseases is 60 times higher than meeting a soul mate in people's lives. 

“Our Bupa Safe campaign has taken a light-hearted approach to raising the awareness of critical illnesses, which is better received by the younger generation with a powerful message of getting prepared for the unexpected,” said Jimsun Lui, marketing director of Bupa Hong Kong.

Stephen Chung, creative partner at Secret Tour Hong Kong, commented, "We have found that there are few insurance companies using an approach relevant to the younger generation. They may have little knowledge about the insurance products and we want to ride on topics relevant to them."

Apart from the probability of meeting a perfect match, Bupa Hong Kong will roll out two videos in near future, telling the probability of getting back together, and the time to recover from a breakup. 

Credits:
Client: Bupa Hong Kong
Client team: Jimsun Lui, Yuki Tang, Shirley Chan, Clarie Chu
Creative agency: Secret Tour Hong Kong
Creative team: ArRa Tang, Peter Lam, Pamella Chan, Kenson Chan, Jennifer Yip, Stephen Chung
Account servicing: Sammi Chan, Charlia Lee
Director: Qleg @ Alternate 
Producer: Ting
Post production: Seesaw Post Production
Photographer: Ben & Thomas @ Ampersand Studio HK
PR agency: Vane Communications Ltd.

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