IAB HK Digital Awards 2024: Best Use of Technology - GOLD (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

To address Hong Kong’s healthcare challenges—aging population, low insurance coverage, and rising chronic diseases—the "Together for Your Health" campaign launches Blua Health, a tech-based solution to promote wellness and accessible care.

Insight and Strategy

Phygital Healthcare Experience
Collaborate with AI Health Technology Start-up
Personalized Healthcare Services

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