Bupa

The Brief
Citizen Brando’s brief was to build brand personality for this household name, with the ultimate aim of targeting a wider audience to attract new customers.

The Approach
Our approach was to begin – and sustain – a health conversation with the nation by asking ‘How are you Britain?’.  How Are You? is a fantastic platform for building emotional trust because it invites the consumer to let us know how they feel – rather than telling them what they should know.  It suggests a relationship of equals.

The campaign was a wide-reaching programme touching on different health themes, from the cost of a bad night’s sleep to UK workplaces (£1.6 billion) through to revealing a new breed of OAPs – the AOP (‘Active Older Person’).  We even produced the first-ever Twitter mood mapper: a bespoke tool designed to trawl Twitter posts to find mood mentions (stressed, hungover…) to overlay on a map of the nation.

The Results

• ROI of 1:16
• Over 60 pieces of coverage per chapter.  Total: 319 cuttings
• For every £1 spent on PR, we reached 8,204 people
• Average time spent on site five minutes
• 1,236 Twitter followers
• High brand awareness (89%) - 51% higher than Bupa’s nearest competitor