Market
Geometry Colombia (a VMLY&R COMMERCE company)
Challenge
In 2021, vaccines rolled out in Latin America. Bupa Health Insurance needed to give Latinos a strong and compelling reason to get vaccinated.
Idea
Appeal to Latinos biggest passion – football. For the first time in over 100 years, Copa America was played without fans due to the lack of a Covid-19 vaccination. The empty stadiums shed light on a big problem – off-key anthems sung by players. We captured real in-stadium audio of football players singing their anthems off-key, and turned them into online films that targeted each market across social channels, with information on how to get vaccinated.
Growth
- 92% engagement rate CTR
- 2.4MM earned media
- South America is now the region with the highest vaccination rate in the world
