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Bupa mockumentary to get people walking

Uses spoof character Chad Strider as part of global digital marketing campaign


If video fails to load, you can watch it on YouTube

Private healthcare firm Bupa has created a fake documentary about the world's greatest walker as part of a campaign to encourage people to walk.

Called 'Born to Walk' the new campaign will promote Global Miles, a walking challenge launched by the World Heart Federation and Bupa, and the accompanying app, called Ground Miles.

Bupa says that 'Born to Walk' represents a different direction in the company's communications, having been designed to engage with online consumers 'in a fun and entertaining way'.

Created by UK-based agency Hometown London, the campaign focuses on the adventures of spoof Hollywood character Chad Strider, the self-proclaimed 'world's best walker', telling his life story in a mockumentary-style video.

The video will be promoted in several ways. In paid media terms, Bupa will use “Youtube seeding, Facebook to target fans and their friends in their timeline, promoted tweets on Twitter and BeOn which places content on relevant website and media outlets” a spokesperson told PMLiVE.

Bupa's businesses worldwide will also be expected to promote the video locally through digital marketing, such as emails to customers, social media engagement, blogging and PR. Bupa staff are being encouraged to watch and like the video on YouTube, and to share it in their social media networks.

“We want to inspire millions of people around the world to walk more. 'Born to Walk' does this with a tone and edge that I think will surprise and engage people,” said Carol Baubock, global brand and corporate marketing director, Bupa.

David Gamble, founder and creative director of Hometown, said that his team had pushed Bupa out of its comfort zone with the campaign, but that the company had embraced “some brave and challenging content”.

“Developing this character and campaign has been a joy,” said Gamble. “I hope this is just the first step on a long road for Chad Strider.”

Article by
Tara Craig

19th November 2013

From: Marketing, Healthcare

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