Zilveren Kruis
Goal
For reasons of cost, people more often opt for basic insurance only. Zilveren Kruis wants to break the trend of people not taking out additional insurance with an accessible solution: the new Basis Plus Module (BPM), which covers unexpectedly high costs for a small amount. The objective is a top 3 position for spontaneous awareness, consideration and preference. Top 3 position on image statements: is close to me, always has answers to my questions, solves it for me. In addition, 9,800 new BPM customers and 200,000 visitors to the campaign platform.
Media and resources strategy
Concept
Your health insurance is perhaps the most important insurance you have. Yet we know little about it. That is what Silver Cross wants to change. Therefore, not a typical feel-good insurance campaign, but an invitation to make a conscious choice. We send Valerio on the road with the assignment: put the Netherlands on edge. Uncover the questions that people don’t think about enough. Questions to which Zilveren Kruis provides clear answers. Then we introduce the Basis Plus Module. Together, this ensures that you are now better able to make the right choice for you when it comes to health insurance. That is the advice and action of Zilveren Kruis.
Media and resources strategy
In the TVC, Valerio turns up in his own style, and with one poignant question makes people think about their basic health insurance. Via tvc, social and online we invite Dutch people to ask all their questions. In an online video, Valerio goes in search of answers. On the website of Zilveren Kruis you will find answers to all questions that have been asked. Existing customers receive answers to the most frequently asked and striking questions every week. In the second phase we introduce the Basis Plus Module. Via a TVC and online video, Valerio comes into action again. In addition, we use radio. Online display ensures conversion.
Client
Zilveren Kruis Achmea
Role
Motion & Digital Designer
Client
Zilveren Kruis Achmea
Role
Motion & Digital Designer
Goal
It’s summer. People don’t think about their health insurance. So how do you make the advice and actions of Zilveren Kruis credible? We developed a unique holiday service that consumers loved to use.
Media and resources strategy
Concept
We found that 20% of holidaymakers get sick or injured. Uncertainty then sets in: what should you do? So we developed the Holiday Doctor. The first app that gives you a direct diagnosis from someone you trust: a medical expert from the Netherlands. Via SMS and photos. 24/7 a doctor in your pocket. That is the advice and action of Zilveren Kruis.
Media and resources strategy
The app could be downloaded for free on the responsive site. We generated awareness for the app among existing customers through our own media. Radio and online ensured awareness among the general public. Billboards at popular border crossings and a last-minute check-in at Schiphol created extra reach and impact.
