UK private healthcare provider/insurer BUPA’s new partnership campaign in tandem with the indie rock band The Futureheads revolves around a hybrid online quiz and music video that reflects each player’s own health
The thinking behind this healthcare brand/rock band tie-up is that most people actually have a general, basic understanding about whether they are making ‘healthy’ decisions: so each player/user answers a set of questions which then result in a customised music video.
BUPA and The Futureheads worked with agency WRCS to create the interactive and personalised instructional music video based on their heart, lungs, liver and bones.
Each band members of The Futureheads represents a part of the body — the guitarist is the liver, the drummer the heart, the bassist the bones and the lead singer the lungs – and after answering a series of four (basic) questions about each body part (diet, smoki9ng, drinking and exercising) the band’s performance changes for the better or worse.
The changes are varied and unexpected and span the bassist strumming a sausage dog, microphones catching fire and drum kits collapsing.
In total there are 54 individually-crafted, different version of the music videos.
Built around a bespoke section of BUPA’s website , there is an initial set-up teaser video,
but the core interactive video experience needs to be played out online at http://www.bupa.co.uk/health-information/bodyasaband.
There is further supporting content – including a ‘Bloopers’ video,
and a behind-the-scenes online spot too.
Amplified by plenty of social media content deployed across BUPA’s own channels – such as its Twitter feed.
Coming to you soon: an unlikely collision between rock stars & us! Can you guess who we teamed up with? #BodyAsABand pic.twitter.com/XJpA2u4HZB
— Bupa UK (@BupaUK) March 17, 2016
Have you had a go at making your own interactive video starring @thefutureheads #BodyAsABand https://t.co/HMH0wshrGU pic.twitter.com/SxRqTggOxv
— Bupa UK (@BupaUK) April 8, 2016
The music video was created by Jason Keet and James Hodson, and directed by industry specialist Rob Brandon, while WCRS created a campaign that aims to raise awareness of a new BUPA scheme of health assessments.
Targeting younger adults – 20- to 30-somethings – a cohort that doesn’t typically think about the health effects of their everyday behaviour.
It aims to encourage this demographic to get a BUPA check-up.
Comment
This campaign demonstrates that health and wellness partnerships aren’t exclusively restricted to the sports world (although admittedly most are): other sponsorship silos are increasingly getting involved too – even music!
So this strategy is a refreshing change and an interesting approach to engaging specifically with young adults.
Teaming-up with an indie rock band is a disruptive partnership, as it breaks the mould in expected culture and behaviour as youth and indie rock aren’t typically spaces associated with thinking about health and wellness.
Combined with a tactically and technically innovative activation, this is certainly a notable, brave move from a brand not typically associated with such an approach.
Bravo!
Links
BUPA YouTube:
https://www.youtube.com/user/BupaUK
BUPA Website:
BUPA Twitter:
BUPA Faacebook:
https://www.facebook.com/BupaUK
The Futureheads:
http://www.thefutureheads.com/
WCRS
