Picture your favourite band. What do they sound like live? Does the singer fail to hit the right notes? Does the drummer lose their sense of rhythm, or does the guitarist ever walk on stage without their guitar?
If one thing goes wrong during a song at a music gig, the whole performance can go to pot. This is how Bupa would like you to start thinking about your health.
Health tests aren’t something many of us look forward to. In fact, people who fall into younger age categories (twenty and thirty-somethings) often think of themselves as pretty invincible and avoid health checks as much as possible. Bupa’s challenge is to reach out to people in a way that will grab their attention, engage them, and – most importantly – encourage them to take their health seriously.
Step up The Futureheads and creative agency WCRS, who created a rather innovative interactive music video that puts users’ health to the test. The theme? Body as a band: How is your body performing? Try it out for yourself here.
The video was created using HTML5 and developed with Branient. This innovative, state-of-the-art technology allows the video to be viewed on any platform and device, including the Safari browser on an iPhone. Excitingly, Branient are the world’s first company to be able to deliver interactive videos this way. They revealed more about the thinking behind it: “One of our goals at Brainient is to ensure that our customers can deliver their interactive creatives across any platform and device. We take that goal seriously, so a few months ago we rolled out a feature that enables clients to deliver interactive video ads within Safari on the iPhone.
“We’re excited to see that our customers are adopting this innovative, state-of-the-art technology, and we’re thrilled to have WCRS and Bupa as the first customers using this feature on a large-scale campaign.”
As you might expect from an interactive music video, the whole experience is fun as well as eye-opening. Participants are asked simple questions about their health habits, covering smoking, diet, drinking and exercise. The performance then ensues, with the singer representing the lungs, the drums representing the heart, the guitar representing the liver, and the bass representing the bones.
What’s key here is the personal element: not only will this video work for you no matter what device you’re using, but it will deliver a result that’s unique to you (and your body). Be honest with your answers, and then decide whether it might be time for you to get tuned up with a health check…