Launching the Bupa Ground Miles app with the World’s 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 wanted the world to walk more. Their Ground Miles app was designed to get people moving and make the health benefits feel easy and accessible. But there was a deeper issue. Globally, people saw Bupa as distant, a bit too clinical, not enough personality. They wanted a healthcare brand that sounded less like a corporation and more like a human.
The Cultural Opportunity
To shift perception and get people moving, Bupa needed to do something unexpected. So we injected a bit of strut into public health. Meet Chad Strider, The World’s Greatest Walker. A walking icon. A one-man movement. And a brilliantly absurd way to make walking feel like a cultural flex rather than a medical nudge.
He didn’t just walk. He performed. And in doing so, he made Bupa more relatable, more visible, and more fun to engage with.
Impact
We smashed every target in under two weeks, reached 1.2 million people across 127 countries, doubled the original benchmark and generated over 2 million minutes of watched content. That’s more than three years of Chad on screen, and in stride.
Media Mix
Social, Digital Activation
