KRANKE KASSE by DDB Berlin for CITY BKK

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KRANKE KASSE

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Industry Insurance
Media Direct marketing
Agency DDB Berlin
Executive Creative Director Stefan Schulte, Bert Peulecke
Creative Director Ludwig Berndl, Dennis May, Oliver Hinrichs, Kristoffer Heilemann
Art Director Cathrin Ciuraj, Chan-Young Ramert, Larsbur, Marian Grabmayer, Andreas Barhainski
Copywriter Edgar Linscheid, Res Matthys, Dirk Rothmund
Designer Tim Schmitt
Producer Moritz Laube, Micha Schmidt, Daniel Adolf, Jens Sch, Stefan Telegdy, Katja Fleck
Editor Mattias Nygard, Vasko Petrakov
Released March 2009

Credits & Description

Category: Financial Products & Services
Advertiser: CITY BKK
Product/Service: HEALTH INSURANCE
Agency: DDB GERMANY BERLIN
Date of First Appearance: Mar 9 2009 12:00AM
Entrant Company: DDB GERMANY BERLIN, GERMANY
Chief Creative Officer: Amir Kassaei (DDB Group Germany)
Executive Creative Director: Stefan Schulte, Bert Peulecke (DDB Germany, Berlin)
Creative Director: Oliver Hinrichs, Ludwig Berndl, Kristoffer Heilemann, Dennis May (DDB Germany, Berlin)
Art Director: Andreas Barhainski, Cathrin Ciuraj, Marian Grabmayer, Chan-Young Ramert, LarsBur (DDB Germany, Berlin)
Copywriter: Dirk Rothmund, Res Matthys, Edgar Linscheid (DDB Germany, Berlin)
Account Manager: Iskra Velichkova, Julia Braun (DDB Germany, Berlin)
Designer: Tim Schmitt (DDB Germany, Berlin)
Producer: Stefan Telegdy, Katja Fleck, Daniel Adolf, Micha Schmidt, Moritz Laube, Jens Sch
User Experience Designer: Robert Woloschanowski (DDB Germany, Berlin)
Editor: Mattias Nygard, Vasko Petrakov
Media placement: Blog - Http://blog.krankekasse.de/ - 04.03.2009
Media placement: Social Media - Facebook, StudiVZ, YouTube, Twitter - 02.03.2009
Media placement: Internetfilm-6 Virals - Extern Media Player, Blog, YouTube - 01.06.2009
Media placement: Idea Platform - Facebook, Http://blog.krankekasse.de, - 15.05.2009
Media placement: Website, Microsite, Health Insurance Cards - Http://www.krankekasse.de/; Http://www.krankekasse.de/bemitleidung; Http://www. - 14.06.2009
Media placement: Promotion - Berlin, Frankfurt, Munich - 23.10.2009
Media placement: Mailings - Germany - 15.08.2009
Media placement: Newsbroadcast-3 Internetfilms - E-Newsletter, Blog, YouTube - 29.09.2009
Media placement: Youth Event - Billboards, POS In Berlin - 26.10.2009
Media placement: Facebookgame - Facebook - 09.07.2009

Describe the brief/objective of the direct campaign.
The task was to win more young members for the CITY BKK health insurance. Instead of creating a campaign for young people, we founded a completely new health insurance that is especially tailored to the taste and the needs of a young target group and speaks their language: The KRANKE KASSE (health insurance). Its motto Not sick at all can’t be healthy either was to be reflected in all media and communication means. With a relatively low budget, the Kranke Kasse was to be anchored in the consciousness of the target group and gain new customers.

Explain why the creative execution was relevant to the product or service.

Especially for young people the health topic is pretty unsexy, and: health insurances are considered outdated, bureaucratic and complicated. Something we wanted to change with the founding of the Kranke Kasse. A health insurance that is easy-going and tailored to the needs of a young target group. With a campaign that takes place in the media of our target group and with an exciting (founding) history and two protagonists who are appealing and strong characters to identify with.The target group was involved from the very beginning. And thus a no-involvement-product was turned into a high-involvement-topic.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Over of two months, we staged a founding history that could be tracked on a blog. With a public call for sick business ideas, the target group was actively involved in the ‘history’ from the very beginning. Via social media tools, the community could enter into a dialogue with the fictitious founders and contribute suggestions for their ideal health insurance. At the launch, the Kranke Kasse was assured the attention of a loyal following. Using online measures (Facebook game- sneeze at a friend, newsletters, Compassiontool) targeted offline activities (guerrilla promotion, invaded CITY BKK media, mailing) the attention was kept high even after the launch.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The founding history itself already caused quite a stir. The staged application virals had more than 250.000 YouTube views. The community contributed more than 240 suggestions for a perfect health insurance. At the launch, the Kranke Kasse was assured the attention of a large community. Website was visited up to 40.000 times daily. With the compassiontool more than 17.000 get-well wishes were sent. With attention-grabbing promotions the popularity could be expanded even further. The success is reflected in the new registrations: The KRANKE KASSE accounts for more than 50% of the new registrations for the parent brand CITY BKK.