Bupa UK is aiming to raise awareness of its new health assessments with an interactive music video, starring The Futureheads, which shows people how their bodies are performing.
Created by WCRS, the online quiz (available here) allows the British public to create a unique, personalised version of the 2010 tune ‘Heartbeat Song’ to show how their health is performing with each of the band members representing a different part of the body.
Participants need to answer four health-related questions with their answers impacting upon the band’s performance in a variety of unexpected ways.
Simon Chrisp, general manager, sales and marketing at Bupa UK, described the campaign as an “innovative” way to highlight the new health assessments. “I’m looking forward to seeing the public get involved and create their very own body as a band videos," he added.
Tom Crossley, managing partner at WCRS, said: “We’re really excited by this new and innovative way Bupa are talking to a hard to reach young audience who generally don’t even think about the effects their day-to-day habits have on their health.
“Hopefully if they can see the effects your lifestyle would have on a band they’ll stop and consider whether it’s the right time to get a check with Bupa.”
Directed by Rob Brandon, 54 different music videos were created overall. Bupa launched the campaign following new research which claimed most Brits are clueless about what’s happening inside their bodies with nearly two thirds (63 per cent) of the nation unaware of the basic functions of their kidneys.
The campaign will run for eight weeks via a digital partnership with Mashable as well as other social media activity, blogger outreach and digital advertising.