Dkv (german Health Insurance) Design & Branding INFECTIOUS PASSPORTS by Ogilvy & Mather Frankfurt


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Industry Insurance
Media Design & Branding
Market Germany
Agency Ogilvy & Mather Frankfurt
Art Director Simon Oppmann
Copywriter Peter Roemmelt
Released January 2011

Credits & Description

Category: Posters
Advertiser: DKV
Date of First Appearance: Jan 14 2011
Chief Creative Officer/Executive Creative Director: Dr. Stephan Vogel (Ogilvy Frankfurt)
Executive Creative Director: Peter Roemmelt (Ogilvy Frankfurt)
Creative Director: Simon Oppmann (Ogilvy Frankfurt)
Copywriter: Peter Roemmelt (Ogilvy Frankfurt)
Art Director: Simon Oppmann (Ogilvy Frankfurt)
Account Management: Carola Romanus (Ogilvy Frankfurt)
Account Management: Daniela Lösch (Ogilvy Frankfurt)
Advertiser Supervisor: Wolfgang Kroul (DKV Deutsche Krankenversicherung)
Advertiser Supervisor: Peter Baumann (DKV Deutsche Krankenversicherung)
Media placement: Posters - German DKV Insurance Agencies - 14.01.2011

Describe the brief from the client
Each year millions of German tourists visit foreign countries. But just a small percentage protects themselves against costly health care costs abroad with travel health insurance. The challenge was to create a campaign that makes more people aware of the need to be insured on holiday

Describe the challenges and key objectives
Most people think that you cannot contract exotic diseases such as cholera, yellow fever or malaria in tourist areas. But that is not true. So we decided to communicate that there is a risk of infection from the moment you leave your plane.

Describe how you arrived at the final design
Depending on the travel destination, travellers not only get an entry stamp on their passport but are also exposed to a number of infectious diseases.

Our idea was to use the elements of original entry stamps to show the presence of exotic virus, bacteria and other germs in certain countries. The clear message: As soon as you enter a country there is a risk of infection.

Give some indication of how successful the outcome was in the market
During the campaign period, DKV sold 12% more travel health insurance policies compared to the same period the year before.