Bupa Campaign

Bupa Viral Campaign

In a previous post I discussed the Bupa adverts which included the shapes, this was supported by an online viral campaign which features a test, ‘What Shape Are You?’

The shapes featured on the adverts are actual characters and this triangular one is called Laura...

By taking the test you find out which shape best supports your personality. Combined with the tone of voice of the adverts and this viral campaign, Bupa seems to be reaching out to a wider target audience which will now include younger people due to the simple tone of voice.

The layout of the quiz follows the exact same tone of the adverts- simple and childlike. Even the music is the same as the adverts.

First you select the shape you think you are like, then you go on to do a personality test to find out what you are ACTUALLY like. The image content is so similar to the TV adverts which I think is really good, a campaign like this should always have continuity.

Basically the test resembles a medical consultation with the doctor on the screen doing different things at each question- a mini story much like the content of the TV adverts. It adds a nice touch.

Towards the end, they ask for your location and star sign and the symbols for which are designed in the same simple way as the shapes which again shows excellent continuity. (I was a yellow squiggle…)

On this website you can also watch the TV Adverts of the different characters.



http://www.bupa.co.uk/about/