New Zealand’s largest provider of residential care and retirement villages Bupa, has more than 5000 employees nationwide. The business needed a way to communicate with its various target audiences in a way that encouraged greater dialogue and supported the company’s position as a trusted provider of services to older people and their families.
Anthem was given the challenge of transforming Bupa’s simple Facebook page into an inspiring, engaging, fun and informative communication tool that relied principally on its creative content to attract attention.
Key aspects of the brief were to drive awareness of Bupa amongst the general public and particularly the children of those nearing retirement age – typically people in their mid-30s and 40s. The aim was to activate an engaging social media campaign that was robust, easily maintainable, strategic and had longevity.
The theme ‘Young as you feel’ underpinned the campaign emphasising that there are old 60 year olds and there are young 60 year olds – that is, your ‘real age’ is not necessarily your ‘feel age’.