Bupa turns to 'conversational and irreverent' tone for first global campaign

Bupa: debut global marketing campaign promotes ithe Ground Miles walking app
Bupa: debut global marketing campaign promotes ithe Ground Miles walking app

Bupa is launching its first global marketing campaign as it adopts a more "conversational" tone and seeks to get its Ground Miles walking app into "as many hands as possible".

The digital marketing campaign featuring an "overblown American stereotype" called Chad Stryder is being supported by a global seeding strategy in order to support the company’s new "One Bupa" philosophy.


Carol Baubock, global brand and corporate marketing director at Bupa, said the company was adopting a more conversational tone after it carried out research that found consumers were interested in having a peer-to-peer conversation with healthcare companies.

Baubock said: "In order to be part of that conversation, we looked at stretching our tone of voice to be a bit more irreverent and fun."

Bupa’s change in strategy is part of a "Bupa 2020 roadmap" set out by Stuart Fletcher, new chief executive and former Diageo International president.

Baubock said: "We really felt it was the right time to have a more global conversation because Stuart’s really looking at this organisation to be One Bupa."

Global marketing activity is focused entirely on the Ground Miles walking app that Bupa has created in collaboration with the World Heart Federation.

The app was designed by Jam and is aimed to appeal to a global audience in contrast to the country specific apps Bupa has offered in the past.

Users of the free app will only be required to enter their first name and last initial, but can also add data including height and weight in order to help the app act "more accurately".

Baubock said: "The aim of the app is to try and be as personalised as possible in terms of your own fitness goals and accomplishment.

"The intent is not to feed data back in terms of cross-selling or decrease your [insurance] premium on the back of it."

Bupa will run a competition alongside the digital marketing campaign created by Hometown London, to encourage take up of the app with the aim of making users collectively walk five million miles.

At key milestones, people who have collected a "badge" for walking 7.5 miles will be selected at random out of a prize draw and given a free holiday.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network