The cucumber is the message
Health insurance companies The Bern-based advertising agency Lang Gysi Knoll (LGK) wants to arouse curiosity about the newly created internet platform of the health insurance company KPT with deliberately irritating subjects.
Health insurance companies The Bernese advertising agency Lang Gysi Knoll (LGK) wants to arouse curiosity about the newly created Internet platform of the health insurance company KPT with deliberately irritating subjects. At least that's how the people in charge at KPT see it. There are many ways for patients, doctors and insurers to exchange information digitally. With its new KPTnet Internet platform, the Bern-based health insurer is already focusing on customer care at the click of a mouse. And is thinking out loud about reducing costs in the medium term. What's more, with its new website, KPT has become the first provider to implement "electronic health insurance". The platform massively improves transparency and information for the insured. This new service is being publicized by KPT's in-house agency LGK with a national poster campaign. The Bern-based agency explicitly wanted to work with a campaign that "stands out pleasantly from the soft-spoken industry monotony of other health insurers", as CD Simone Quast explains. The health insurance company wanted to attract attention with unconventional subjects. And thus also "highlight the innovative strength of KPT", Quast explains the choice of surprising image motifs.
The posters are therefore primarily used for image advertising, as KPT is not primarily looking for new customers, but wants to "upgrade" existing customers and inform them about new services. Quality strategy instead of expansion strategy.
"We want to be the leading health insurer in the service sector," explains Mathias Marti, Head of Communications at KPT. As a health insurer, it also wants to do something to ensure that its members "don't go to the doctor for every bobo", but first of all find out for themselves on the health insurer's website. This is why there is also a "disease lexicon" and answers to 160 questions about health and healthcare. Funny "illnesses" such as "hair loss" or "exam nerves" are also discussed.
However, the new homepage not only contains tips on these "diseases". KPT customers and employees work on the same platform: insured persons can view their policy data at any time, check invoices, change payment modalities online or adjust insurance policies. "As with e-banking, KPT's customers are also becoming employees," says Marti. "The back office is effectively being transferred to the customer."
Well entertained
As Simone Quast explains, the agency was looking for a "surprising implementation" for KPT's customer-oriented approach. The message is captivating because it is reduced to funny situations. An almost empty pickle jar, for example, is intended to appeal to women who want to discuss a question about pregnancy with their health insurer. Quast: "We want to give the viewer the feeling that KPT is making a constructive contribution to reducing costs. If we also entertain them well, we can expect a few plus points on the image scale for our customers."
The nationwide poster campaign with B12 and B200 was launched at the end of January.
Reduced to unusual subjects: LGK image campaign for KPT's e-health insurance.
Andreas Panzeri
The posters are therefore primarily used for image advertising, as KPT is not primarily looking for new customers, but wants to "upgrade" existing customers and inform them about new services. Quality strategy instead of expansion strategy.
"We want to be the leading health insurer in the service sector," explains Mathias Marti, Head of Communications at KPT. As a health insurer, it also wants to do something to ensure that its members "don't go to the doctor for every bobo", but first of all find out for themselves on the health insurer's website. This is why there is also a "disease lexicon" and answers to 160 questions about health and healthcare. Funny "illnesses" such as "hair loss" or "exam nerves" are also discussed.
However, the new homepage not only contains tips on these "diseases". KPT customers and employees work on the same platform: insured persons can view their policy data at any time, check invoices, change payment modalities online or adjust insurance policies. "As with e-banking, KPT's customers are also becoming employees," says Marti. "The back office is effectively being transferred to the customer."
Well entertained
As Simone Quast explains, the agency was looking for a "surprising implementation" for KPT's customer-oriented approach. The message is captivating because it is reduced to funny situations. An almost empty pickle jar, for example, is intended to appeal to women who want to discuss a question about pregnancy with their health insurer. Quast: "We want to give the viewer the feeling that KPT is making a constructive contribution to reducing costs. If we also entertain them well, we can expect a few plus points on the image scale for our customers."
The nationwide poster campaign with B12 and B200 was launched at the end of January.
Reduced to unusual subjects: LGK image campaign for KPT's e-health insurance.
Andreas Panzeri
