IAB HK Digital Awards 2024: Best Advocate of Social & Environmental Impact - BRONZE (Together For Your Health & Connected Care Expo - Blua Health Mobile App)

Campaign: Together For Your Health & Connected Care Expo - Blua Health Mobile App

Brand: Bupa

Agency: DigiSalad

Challenges & Objectives

Hong Kong is grappling with a healthcare crisis marked by an aging population, low insurance penetration, increasing chronic diseases, and an overburdened public health system. To tackle these challenges, enhancements in healthcare services and streamlined consultation and medical claims processes are essential. Bupa’s Blua Health Mobile App offers a solution by delivering convenient healthcare services and simplifying claims for customers.

Insight and Strategy

Connect Digital Healthcare + Physical Healthcare: Create a synergy to increase public’s health awareness and heath access
Connect Insurance & Healthcare Service: Provide cohesive healthcare experience with Bupa Insurance and Healthcare services providers
Connect Public & Private Healthcare Sector: Raise Individual’s health awareness to alleviate Public Health Burden

Execution

One-stop Health Solution

Increase public awareness
- Provided One-stop Health Solution - Blua Health Mobile App
Increase Healthcare Access & User Acquisition
- Implemented in-app features:
  - Built a Health Community: Referral Program + Fitness Battle+ Group Fit Missions
- Limited-time Challenge for all HK people: Hong Kong Streetathon (香港街馬)
- In-app Healthcare services: Doctor Finder, eBooking, ePharmacy

Connected Care Expo

Expand Awareness for Healthcare
- Held Connected Care Expo for 2 weeks at a bustling area, Causeway Bay
- Incorporated Health Insights & Tips in the expo to educate the public for healthcare
Increase User Engagement & Promote Blua Health App
- Integrated Blua Health gamified app features for visitors to engage (AI HealthShot + AI FItPT + Health Mission)
- Implemented Interactive sections, e.g. AR experience, BMI assessment, Video Zone
- Introduced Blua Health App features and invited visitors to download App to get coffee bags & ice lollies
- Implemented Proto, which combines AI and AR technology, to interact with potential customers and provide professional insurance product information through machine learning
Attract Young Segment
- Leverage social media to promote the Expo
- Celebrity endorsement with Ah Jeng (阿正) who is popular figure among Millennials & GenZ
- KOL collaboration on social media

Innovation

AI Health Shot

Quick & contactless scan: Take a selfie within the app’s guided range
Measures vital signs via facial blood flow analysis: Heartbeat, Blood oxygen level, Blood pressure, Heart rate variability, Respiratory rate, Stress index
AI-powered analysis: Compares data with big health databases
Instant results: Generates a health index in just 30 seconds

AI Fit PT Fitness Coach & P2P Challenge

Taps into the home gym trend: convenient, at-home workouts
Smart AI fitness coach: guides & motivates daily exercise
Real-time movement tracking: uses camera to analyze body posture
Progress monitoring: tracks reps/sets & workout history
Personalized feedback: corrects form for optimal results
Boosts user engagement: encourages consistent app usage

Results

Through this campaign, Bupa has acquired new users and effective engagement results.

Increased Active users (Both iOS & Android)
Increased Average Monthly App Download
Increased Average Engagement Time
Enhanced User Engagement