Bupa are on a mission to get people to live healthier, happier, longer lives. And as part of this commitment, they sought to get people moving more through launching the Ground Miles app – an app specifically designed to track your walking activity.
The client wanted us to promote the app via social networks, so we recommended that we took an approach that put entertainment at the heart of the campaign. We devised a media strategy that used pre-roll ad space on video on-demand sites, and rather than creating ads to sit before the content, we created content that was entertainment in its own right, introducing the World to Chad Strider, the World’s Greatest Walker.
The initial Chad Strider film was seen by over 1.3 million people and was such a tremendous success that a future campaign was introduced, this time focusing on mobile video advertising slots. For this media we created shorter, more lo-fi films for Chad, leading to us smashing registration targets for the client within a month of them launching.