Max Bupa Health Insurance is attempting to create a digital wave for its flagship event Max Bupa Walk for Health 2014 scheduled for November 9, 2014 in Delhi and Mumbai. This year, Max Bupa aims to drive more than 15,000 families to walk for better health and well-being, majority of which the brand plans to mobilize through the social medium. A four week aggressive and interactive campaign has been rolled out on multiple digital platforms like Facebook, Twitter, Google+ and Instagram to encourage wider participation in the event. The digital campaign led by MindShift Interactive is aligns with Max Bupa’s overall objective to leverage technology, the digital medium and evolving platforms to drive contextual and meaningful conversations with customers wherever they are. As part of the awareness via digital, health related conversations with influential personalities such as Pooja Makhija, Mickey Mehta and Miss Malini who are have a sizeable follower base on social media, are being initiated across multiple platforms in the form of live conversations, twitter chats, contests, Google hangouts among others, where consumers can get expert tips for a healthier and a more holistic life. A Facebook application has also been created to encourage social media users to step forward by pledging their Family Name to walk for the event. The application automatically signs on all the friends and family members into a cluster which can be redeemed at the venue. This will result in a wider participation by families.
The initial response to the campaign has been positive. The Facebook campaigns like #WalkOPedia and #WalkOver, have already garnered 38000 interactions by over 1200 participants, while the campaign Hashtag on Twitter, #WalkForHealth has received an overwhelming outreach of 3.59 million and 50.38 million impressions. It has already trended in Mumbai, Delhi and across India for a period of 8 hours. The live Google Hangout with Mickey Mehta drove in 130 questions, resulting 0.6 million Impressions. The recently run Instagram activity resulted in addition of 100 health enthusiasts within three days and an outreach of 0.30 million.
Anika Agarwal, Head-Marketing, Max Bupa said, “Through Max Bupa Walk for Health, we aim to drive greater awareness about the innumerable health benefits of walking among the general public. We have adopted an intensive digital media strategy to build a meaningful brand connect, also it was a natural fit to implement the same for something as important as walking. We are actively seeking participation through our interactive social media strategy to mobilize more and more people to join us for this year’s walk.”
Zafar Rais, CEO MindShift Interactive said, “It’s delightful to partner with Max Bupa Health Insurance on such a motivating campaign that is geared towards creating a MindShift amongst Indians to walk for a better lifestyle. The strategy towards creating a need amongst the Influential Youth has paid off in increasing awareness amongst them and their family members. Digital is a growing medium and the power of it will be seen at the day of the event.”
With a strong fan base of over 3.4 lakh on Facebook and 18,000 followers on Twitter, Max Bupa has also launched its presence on Instagram to motivate more people through health related positive imagery.