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Case Studies


PR for BUPA ad campaign launch

PR for BUPA ad campaign launch

Resonate PR campaign success

The Brief

To launch BUPA’s new advertising campaign and educate consumers about the new shape personalities featured in the ads.

Stretching coverage into mainstream news and consumer media environments would build emotional engagement with the BUPA brand.

We needed to reach 24-54 year old target consumers through the national news media and a dedicated BUPA World microsite.
What was the story?

BUPA launches a new ad campaign featuring brightly coloured shapes to represent people and the world around them, designed to communicate warmth and accessibility.


Research was commissioned to determine the shape and colour of personalities up and down the country and in different professions.

A psychologist was recruited to comment on the results and a news hook created that “75% of us are in the wrong job for our personality”

A microsite was designed for which we wrote a personality test to allow visitors to test their own shape and colour,


The campaign moved BUPA off the health and business pages into the news arena.

Coverage achieved included Independent, Daily Express, Daily Telegraph, Metro, GMTV online, plus national and regional radio, and regional press.

Hits to the microsite – driven purely by public relations - topped 70,000 within the first two weeks, with visits averaging seven minutes.

Achieved coverage with a PR value of more than  £200k.

Related articles:

Coverage in The Independent

Coverage in The Daily Express

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