Interactive Paper brings Helsana+ to life in 3D
Interactive Paper created an augmented reality mailing to raise awareness of the Helsana health insurance bonus program among policyholders.
The bonus program Helsana+ rewards users for a healthy lifestyle, prevention and loyalty to Helsana. App users collect Plus points, which they can pay out in cash or exchange for a voucher. To encourage downloads of the app, Helsana launched a month-long promotion: double Plus points for registering or recommending the app.
In collaboration with Interactive Paper from Vienna, Helsana developed a direct mailing campaign with an immersive 3D experience based on NFC technology. By tilting the smartphone towards the paper, users activate a three-part augmented reality experience: a short video about the benefits of the app, a 3D animation of plus points and finally a call-to-action with a jump to the app store or to recommend the app to friends.
The mailing reportedly achieved a usage rate of 32%. A click rate of 12% illustrates the interest of customers. In the A/B/C test, the NFC technology performed better than a traditional letter and a card with a QR code: The QR code achieved a usage rate of 17 percent and a click rate of 7 percent, while with the letter only 5 percent scanned the QR code to download the app.
Helsana draws a positive conclusion: innovative measures such as augmented reality mailings can convey messages interactively and bridge the gap between print and digital offers, according to the insurance company.
