KRANKE KASSE COMPASSION TOOL by DDB Berlin for CITY BKK

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KRANKE KASSE COMPASSION TOOL

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Industry Insurance
Media Direct marketing
Market Germany
Agency DDB Berlin
Executive Creative Director Stefan Schulte, Bert Peulecke
Creative Director Dennis May, Oliver Hinrichs
Art Director Andreas Barhainski
Copywriter Res Matthys, Dirk Rothmund
Editor Mattias Nygard, Vasko Petrakov
Released June 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: CITY BKK
Product/Service: HEALTH INSURANCE
Agency: DDB GERMANY BERLIN
Date of First Appearance: Jun 30 2009 12:00AM
Entrant Company: DDB GERMANY BERLIN, GERMANY
Entry URL: http://www.krankekasse.de/bemitleidung
Chief Creative Officer: Amir Kassaei (DDB Group Germany)
Executive Creative Director: Stefan Schulte, Bert Peulecke (DDB Germany, Berlin)
Creative Director: Oliver Hinrichs, Dennis May (DDB Germany, Berlin)
Art Director: Andreas Barhainski (DDB Germany, Berlin)
Planner: Nina Fischer (DDB Germany, Berlin)
Account Manager: Iskra Velichkova, Julia Braun (DDB Germany, Berlin)
User Experience Designer: Robert Woloschanowski (DDB Germany, Berlin)
Copywriter: Dirk Rothmund, Res Matthys (DDB Germany, Berlin)
Editor: Mattias Nygard, Vasko Petrakov
Media placement: Microsite - Http://www.krankekasse.de/bemitleidung - 14.06.2009
Media placement: Facebookprofiles - Facebook - 14.06.2009
Media placement: Email - Email - 14.06.2009

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 invented a completely new health insurance that is especially tailored to the taste of a young target group: The KRANKE KASSE (health insurance). Its motto; Not sick at all can’t be healthy either, can be seen in every communication means. Also in the 'compassiontool' - an application you can send compassion to sick friends. The objective was to involve a young, internet wise target group and generate attention for this new health insurance.

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 And: health insurances are considered outdated, bureaucratic and complicated. That’s what we wanted to change with the creation of the Kranke Kasse. With the 'Compassiontool' the motto; Not being sick at all can’t be healthy either, will be playfully carried into the world. And generates in a humorous and involving manner attention for the new health insurance while using the favourite medium of our target group.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
With the compassiontool you can – assisted by a sexy nurse or a not so sexy male nurse – send online compassion to sick friends. The tool was implemented on the Kranke Kasse website and was to serve as an incentive to visit the site and send friends and acquaintances get-well wishes – and thus carry the brand values of the Kranke Kasse playfully and involvingly into the world. And like that, make potential members aware of the Kranke Kasse who will themselves visit the website and send further get-well wishes and so on… The target group was directed to the website via virals, newsletters, promotion and outdoor campaign.

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.
With 46.342 visits the Compassiontool is the most popular sub-site on krankekasse.de. More than 20% of the website traffic can be attributed to the tool. Until today, more than 17.000 get-well wishes have been sent and have carried the motto of the KRANKE KASSE into the world in an involving and playful manner. So the tool considerably contributed to the success of the kranke kasse: The kranke kasse accounts for more than 50% of the new registrations for the parent brand CITY BKK.