The new guiding principle "Healthy is what's good for you", with which Scholz & Friends Zurich prevailed in a multi-stage selection process for Atupri, is intended to redefine health. It places people's diverse individual needs and their personal health satisfaction at the centre of a self-determined, holistic understanding of health.
What contributes to well-being
In TV commercials and online films, the campaign focuses on very different aspects that can contribute to well-being: a plea for more wanting and less needing, not only for superfood, but also for great food, for simply sleeping in or passionate hobbies. The main thing is that it feels good. The motifs of the new Atupri campaign in a concise black-and-white look tie in with the previous brand presence. The film was directed by Ben Strebel and photographed by Cecil Arp.
Study and Awareness Flight
The multi-stage orchestrated campaign kicked off with the representative PR study "Was Menschen guttut: Ein Stimmungsbild der Schweiz.", followed by a nationwide awareness flight to establish the new brand attitude on TV, out-of-home and radio. Online videos, display and mobile banners, social media and native ads communicate the target-group-specific offers with which Atupri aims to support the well-being of its policyholders - from AtupriFit events to content offers on the topic of sleep and expert knowledge. In addition, brand ambassador Nicola Spirig provides insight into dine that is good for her personally. The campaign is rounded off by an accompanying sweepstake promotion and BTL measures ranging from customer magazines to direct mailings.
Responsible at Atupri: Caroline Meli (Head of Marketing and Sales), Michael Wüthrich (Head of Marketing Communications), Silvia Stauffacher, Joel Buri, Nadine Graf, Julia Bruchez, Flavia Oester, Navid Golafchan, Angela Wälti (Marketing Manager), Alice Fankhauser (User Experience Specialist), Neda Golafchan (Communications Specialist), Melanie Schöpfer (Business Analyst). Responsible at Scholz & Friends: Luca Stancheris, Maira Weidmann, Martin Stulz, Aster Loerli, Erika Unternährer, David Fischer, Christian Vosshagen (Creation), Tobias Baumann (SHB+), Freyja Hablitz, Véronique Forster, Mathias Rösch, Tobias Händler (Consulting & Strategy), Kerstin Mende, Michaela Edl (Art Buying, FFF), Nathalie Eggen (PR). Directed by: Ben Strebel. Film Production: Rosas and Co. Photography: Cecil Arp. Recording Studio: Jingle Jungle. Media Agency: ZipMedia. Study: Demoscope.