Bupa | Shakespeare | Hong Kong

Local agency, Metta Communications, continues as the mastermind behind Bupa’s ads and once again defies insurance commercials' typical style of focusing on information and care.

Bupa is the leading medical insurer in the UK, but it still has a long way to go to establish a reputation in Hong Kong. The new commercial reenacts the scene where the tragic lovers poison themselves in Shakespeare’s Romeo and Juliet. The English queen shows up screaming the well-received tagline, ‘Bup-pa’ (translated as ‘not to fear’ in Mandarin), then explains the brand's insurance plan.

Account director, Siu Hung Ng, and his team at Metta explain that unlike other insurance companies in Hong Kong, Bupa does not employ any agents to generate sales. It relies heavily on tactical TV and print ads to drive traffic to the website and company hotlines.

Eva Chan, assistant general manager of marketing a Bupa Hong Kong added: "While other insurance adverts mostly featuring professional agents and happy customers look so similar, we set ourselves apart with communications in a distinctive angle, creative execution and unconventional style."




Translated synopsis:
Romeo: Juliet
Juliet: Without you…
Romeo: …I’ll fall into grave sickness
Queen: ‘Bu-pa’. Get two months free when two people sign up for Bupa’s medical insurance.


Credits:
Project Shakespeare
Client Bupa
Creative agency Metta Communications
Executive creative director Sai
Creative directors Hardy Lam, Teddy Leung
Art directors Teddy Leung, Steph Kwan, Yarla Fung
Copywriters Hardy Lam, Hei
Agency producer Reuben Cheng
Media agency adimpactmetta
Production company Offlohi Production
Exposure Television, print