Launching the
Bupa Ground Miles app with the Worlds Best Walker
Bupa is one of the world’s leading healthcare companies, serving over 14m customers globally. As part of our Feel Great Britain platform, we teamed up with the World Heart Foundation to get the country walking, and introduced the nation to Chad Strider, the Worlds Best Walker.
The Challenge
Bupa created the Ground Miles mobile app to encourage millions of people around the world to walk more and highlight the multitude of health benefits involved in taking that extra step. Recent global brand research found that Bupa was lacking approachability with consumers; they wanted a healthcare company that could talk to them like a regular person.
Getting uncoventional
Bupa knew they needed to reinvigorate the brand, becoming more relevant and differentiated in a way that earned it the right to engage with people in the first place. We set out to do something different and make both walking and Bupa more relevant to a new global audience.
So we introduced the world to Chad Strider, the World’s Greatest Walker.
Impact
We hit nearly every target for the campaign in under 2 weeks, reaching over 1.2m people in over 127 countries. This exceeded our initial target of 662K by over 100%, and accumulatively resulted in over 2,049,071 minutes of watched content – more than 3 years worth of Chad exposure!
Media Mix
Social and digital activation
