Bupa has rolled out a global digital campaign in a bid to get more people walking.
Supporting its walking app, Ground Miles, the ‘Born to Walk’ campaign uses a different tone of voice from previous Bupa activity as it looks to engage with people in a more humorous way.
A mockumentary style video, shot in Hollywood, tells the story of ‘Chad Strider’, a character who believes he is the world’s best walker. It follows Chad’s ridiculous life story in a classic Hollywood rise and fall from grace.
The film was created by Hometown London, with founder and creative director, David Gamble, saying: “We really pushed Bupa out of their comfort zone with this campaign but they continuously surprised us by embracing and championing some brave and challenging content. Developing this character and campaign has been a joy. I hope this is just the first step on a long road for Chad Strider.”
The film is being promoted through a centralised media-spend, as well as through regional social media, digital marketing and PR activities.