Poster Performace Index: ÖKK campaign works

For some years now, ÖKK has regularly advertised with eye-catching posters that refer to "diseases" that do not even exist (Werbewoche.ch reported). The basic design in the distinctive comic style remains constant, while the content of the posters is constantly changed to humorously highlight ÖKK's strengths and customer benefits. Topics such as "no-see-itis" (2008), "hot-air-itis" (2009), "lie-itis" or "no-listen-itis" (2010), "small-print-itis" (2011) and "paper-war-itis" (2012) are taken up.

Clearly above average

According to the press release, the campaign is paying off. APG|SGA's market research accompanied the poster campaign by surveying recall, brand association, and liking. (Long-term poster impact study PPI Poster Performance Index). The development of the results is clear: at the launch in 2008, around one third of respondents remembered the campaign; five years later, this figure is over 60 percent. ÖKK is thus clearly above the PPI average values of surveyed poster campaigns from the health insurance sector.

Brand more firmly anchored

The brand name is now also more firmly anchored. Whereas originally four percent of respondents correctly assigned the brand, by the end of 2012, 28 percent already named "ÖKK" as the correct brand. According to APG, this marked increase in impact is due on the one hand to regular poster presence in a consistent design, and on the other hand to the steady expansion of ÖKK's product range. Venanzi Vincenz, head of marketing communications at ÖKK, says: "In the highly competitive health insurance market, ÖKK has achieved a stable position in recent years. This is also reflected, among other things, in the positive development of the advertising impact of our poster campaigns."