Medical insurer grows brand awareness with weird pseudoscience

Healthcare group Bupa has rolled out a digital-led campaign with a set of three videos exploring weird pseudoscience for treating minor health-related issues.Developed by Secret Tour Hong Kong, the campaign shows how parents give hilarious tips for coping with common health problems such as treating constipation with hand massages or stopping hiccups by shouting out loud.Constipation:https://vimeo.com/130731122Hiccups:https://vimeo.com/130731175Abdominal bloating:https://vimeo.com/130731217To stand out from the fiercely competitive health insurance market, Bupa has introduced a 24-hour customer help desk for those who have purchased its health insurance products.“Apart from adopting the pseudosciences gimmick to raise brand awareness, the campaign also puts our customer care help desk front and centre in order to highlight our expertise in health insurance,” Jimsun Lui, digital marketing senior manager at Bupa, told Marketing.With a digital-led approach to sales, Lui added the social media campaign opened up opportunities for the medical insurer to collect data on consumer behaviour and to target the right audiences.“The three online videos and digital banner ads help identify specific groups of consumers who are interested in our products, and help improve our market segmentation.”The campaign will be followed by a TV commercial and a series of outdoor ads launching in July to reinforce the brand positioning as a caring insurer. The creative component of the TVC will be handled by Metta Communications.Credit:Client: Bupa Hong KongCreative agency: Secret Tour Hong KongCreative director: Jennifer Yip, Stephen ChungSenior art director: Shana ChoiCopywriter: Jay NgDirector: QLeg, Alternate Ltd.Media agency: iClick