Bupa.
A global internal comms campaign showcasing Bupa's diverse people, cultures and businesses.
Bupa's challenge was to bring together 84,000 employees, spread across 30 countries, speaking 8 languages, and help them all feel part of something bigger. WMP designed World Tour: a global internal communications campaign delivered through social assets, animation and live video.
Sectors
Expertise
Solutions
Background.
Helping 84,000 people feel part of something bigger.
When Bupa first approached WMP, they needed a campaign that would build a sense of belonging and pride, and help people feel more connected to each other and the wider Bupa world.
We worked alongside 10 of Bupa's internal communications teams across multiple timezones to design a 6-week campaign that would shine a spotlight on the people and places that make up the company's world. Our concept was based around the idea of travel, with every employee invited to embark on a global tour of all of Bupa's locations. At every stop along the way, people were invited to try out regional recipes, learn about each other's cultures, and see what daily life looked like in different countries.
The Solution.
Content built to create genuine engagement and pride.
Kicking off the tour: passports, quizzes and coffee roulette.
Each activation was planned to build engagement and pride in working at Bupa. We kicked off the programme with a virtual plane 'ticket' welcome and let people collect stamps in a virtual passport for completing activities. We encouraged people to connect around the globe using quizzes, a coffee roulette initiative, and recipe sharing, with Bupa people contributing to a global cookbook and onsite restaurants featuring dishes from different regions. Hero challenges were designed to encourage UGC, like a global sign language challenge set by a TikTok diversity influencer.
Handing the mic to local teams and everyday employees.
Local internal comms teams were tasked with producing videos that showcased their regions and toured their working environments. We also incorporated a series of informal 'day in the life' videos from the point of view of regular Bupa people, each one giving a feel for what it was like to work for Bupa around the world. Other activities were customisable, letting regions show themselves off in their own style, from a 'tell me you're Mexican without telling me you're Mexican' TikTok-style video to a live feijoada cookalong with a Brazilian colleague.
A magazine show to wrap it up.
To close the World Tour, we wanted to create an event that would wrap up the campaign and create a moment for shared celebration. So we produced a magazine show in front of a live audience, co-presented by an external news presenter and Bupa's CEO Iñaki Ereño. The World Tour Show premiered with a local audience in London, and each region was encouraged to organise local viewing parties. This TV format created another opportunity to re-engage employees, letting them revisit the highlights of the campaign and see their own UGC broadcast on the big screen.
Let's work together
Let's partner to create brand, product, and experience solutions that move people and markets.
The impact.
The best performing internal comms campaign Bupa have ever delivered.
Key pieces of content reached 20,000 to 40,000 people: a quarter to half of Bupa's employee population. With 65% of their population serving customers, residents and patients, Bupa believe engagement in this campaign was a true indicator of the value of the content. Bupa finished the year on a world-class engagement score of 80, putting them in the top 10% of high-performing, highly engaged companies that their survey provider, Glint, partners with.
