Bupa World Tour

Bupa’s challenge was to bring together 84,000 employees, spread across 30 countries, speaking 8 languages – and help them all feel a part of something bigger.

When Bupa first approached WMP Creative, they were looking for help to create a global internal communications campaign that would build a sense of belonging and pride, helping 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 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 others’ cultures and what daily life looked like in different countries.

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 enabled people to gain 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.

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 to allow the regions to show themselves off in their own style, like a ‘tell me you’re Mexican without telling me you’re Mexican’ TikTok style video to a live feijoada cookalong with a Brazilian colleague.

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 that was 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 reengage employees as they got to revisit the highlights of the campaign and see their UGC broadcast on the big screen.

The World Tour was the best performing campaign Bupa have ever delivered with key pieces of content reaching 20,000 – 40,000 people, a quarter to half of their employee population.

With 65% of their population serving customers, residents and patients, Bupa believe their engagement in this campaign was a true indicator of the value of the content.

To top it all off, 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 partner with.

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