SANITAS
“Let’s talk!” omnichannel campaign
“Let’s talk!” omnichannel campaign
The challenge
Customer satisfaction is an important success factor in the insurance business and an attribute that many health insurance companies use in their advertising to attract new customers. As such, it is all the more important not only to convey this characteristic by citing top marks in customer satisfaction surveys, but by communicating, in a credible way, that the company puts customer concerns centre-stage, which makes it the ideal partner.
The solution
In its “Let’s talk!” omnichannel campaign, Sanitas presents itself as the ideal health partner, supporting its customers holistically with a range of services when it comes to caring for, promoting and maintaining health. A digital-first campaign with online videos that can be viewed on all digital and social media channels gives viewers insights into the lives of various customers, conveying closeness and familiarity in a credible way.
In terms of customer satisfaction, Sanitas regularly receives top marks from its policyholders. In its “Let’s talk!” omnichannel campaign, the health insurance company puts its customers centre-stage and uses various online videos to show why it makes the ideal partner when it comes to caring for, promoting and maintaining health.
Sanitas presents itself as an insurance company that provides its customers with holistic support in all areas of health through a range of services, from digital health coaching and its leading customer portal to contemporary products that ensure maximum convenience and smooth processing in the event of illness.
Honesty, transparency and credibility – these qualities are at the heart of the Sanitas campaign for 2022. It immerses the viewer in the stories of various customers, so they witness conversations and situations modelled on real life. Treating viewers as equals in this way creates a sense of closeness and familiarity.
Whether in the kitchen, over drinks, in the stairwell or at the hairdresser’s, the protagonists tell us about their lives and their everyday healthcare routine, and we learn more about the specific services offered by Sanitas in an entertaining way. The tone, aesthetics and acting are of high quality, and the content authentic and easy to understand – dramatic and humorous by turns. What all the clips have in common is their plot twists: by taking a surprising turn, the stories trigger recognition, stick in the memory and provide entertainment
The 11 films advertise various Sanitas services and offers and are shown in three languages. There are static versions to match, featuring likeable portrait photos. In this case, the advertising message is packaged crisply and succinctly in the form of a direct quote from a customer, with customer satisfaction the constant focus in the first wave of the campaign.
Website: sanitas.com
Responsible @Sanitas: Kaspar Trachsel (Sales and Marketing Manager), Valentin Hüsser (Head of Brand Management), Lukas Plewnia (Marketing Manager), Jasmine Rizzo (Marketing Manager), Simone Rolli (Corporate Design Manager)
Responsible @Branders: René Allemann (Creative Director & CEO), Marisa Güntlisberger (Director Omnichannel Experience), Sarah Hepp (Senior Brand Designer), Sarah Trendle (Executive Brand Designer), Anita Hsieh (Brand Designer), Walter Tagliaferri (Director Advertising), Patrik Bockhacker (Brand Consultant), Oliver Schmuki (Senior Editor)
Responsible @RICHTIG & GUT; Ariane Pochon (Director), Julia Illig & Ariane Pochon (Producer), Salome Raynal (Production Manager), Nino Michel (DoP), Marlise Isler (Production Design), Nino Michel (Editor), Julian Joseph (Sound Design, Tonverein)
Responsible @Webrepublic for media strategy and digital production:
Raphaela Mangold (Client Solutions Manager), Kevin Haab (Senior Consultant Media Strategy), Stephanie Belvedere (Senior Art Director).
