Bupa builds profile with fat meters in HK blitz

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.

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