Always near you: Online clips for Concordia
Maxomedia presents the benefits of health insurance in online spots. Concordia now presents itself in a more cheeky way and gives rise to smiles.
Concordia's spots are familiar mainly from TV (sponsorship of SRF Meteo). Now, the lead instrument is supplemented by online clips. This allows the health insurer to better reach the part of its target group that increasingly consumes less linear TV. The spots start at the top of the marketing funnel, where brand awareness and interest play a role. The aim is to generate reach and bring users to the website as part of remarketing. The ads are played out nationwide.
Targeted part of the target group grew up with online media. Expectations of the entertainment factor are correspondingly high in the digital environment. This was achieved by focusing on the improper handling of money. An approach that is quite unconventional for a health insurance company and also gives rise to a smile. Concordia developed the idea in co-creation with the Maxomedia agency, which has been the lead agency for the health insurance company since the beginning of the year.
Five spots, two messages
In the spirit of integrated communication, five commercials convey two central messages from corporate communications: With around 200 branch offices, Concordia is always close at hand, and as an association, insured persons benefit from the success of the business. In 2019, the health insurance company will pay out around 55 million Swiss francs to its members.
Dedicated performance approach
The clips are played out as in-stream and out-stream ads, for example on Beobachter.ch between two paragraphs of a news article or on YouTube as an online clip before the main film. A dedicated performance approach and programmatic buying ensure that wastage is minimized. The digital agency Ad&Figures is responsible for the media work.
Responsible at Concordia Health Insurance: Dominik Hardegger (Head of Advertising). Responsible at Maxomedia: Simon Muster (overall responsibility), Karin Zanghellini (consulting), Andrey Klemenkov (creative direction), Jonas Moser (art direction), Roland Tanner (text), Sergio Thomas (graphics); Media & Programmatic Advertising: Jean-Claude Zulauf, Fabian Wydler (Ads&Figures). Responsible for the production: Videolutions (film); Melvyn Buss (sound); Lisa and Remo Ubezio (casting, styling).
