HONG KONG: Medical insurance company Bupa has rolled out a unique
campaign that highlights its ability to provide tailored products and
solutions for consumers.
The flagship element of the campaign is a "fat meter" attached to 10
Texon bus shelters in high-traffic locations in Hong Kong. The
interactive element of the campaign allows pedestrians to check their
body-fat ration by simply placing their hands onto the meter.
M&C Saatchi, the agency behind the campaign, claimed the idea is proving
to be an enormous hit, with long queues of people forming in front of
the "fat meters".
The agency's Hong Kong general manager Janice Chan said the campaign
raised consumers' awareness that "Bupa helps you care for you and your
family's health".
"Knowing your body fat to weight and height ratio is only the start of
what Bupa can offer," she said.
An accompanying thematic outdoor campaign reinforces the message that
protecting one's health is the most sensible thing to do and that Bupa
is well placed to help consumers with their insurance needs.
