Involvement for better performance: Notch Interactive's CSS fall campaign

As is well known, fall is the most important period for Swiss health insurance companies. In this hot phase in a very competitive market, the companies have to show appropriate presence in order to win new customers and further retain existing ones. In spring, CSS decided to take a new approach for this fall and commissioned Notch Interactive with the fall campaign for 2017.

After intensive research, not only sociodemographic and environment-based characteristics were incorporated into the strategic planning of the campaign, but also behavioral patterns and psychological characteristics. These insights were then used to create more than 15 audiences that could be targeted throughout the campaign. And this was done in two phases. In the first phase, when the new premiums were not yet known, surprising and involving messages were used. These not only attracted a high level of attention to CSS, but also scored points in terms of likeability and active interaction with the brand. The second phase started as soon as the premiums were communicated. Here, the messages clearly focused on offers and relevant services. The two phases were designed in such a way that there was an organic transition between emotional brand communication and sales without overwhelming the users.

What makes the campaign exceptional is the real-time testing and optimization throughout the runtime and across all audiences and user journeys.

This is not just a simple A/B testing of the messages, but an ongoing dynamic optimization with ever new combinations. Tracking takes place right into the offer request process. Based on the always visible interactions of the target groups and/or their exit points, personalized follow-up is carried out in retargeting with individual messages. Each user journey is considered individually: The systems learn the user behavior and can thus display the right message to each user at the right time on the right channel in order to convince them to request an offer.

In order to cope with the high "media pressure" and to counteract "banner blindness", it is also possible to visualize the dynamic messages in different ways. A tool specially designed for the campaign makes it possible to change the image level and color scheme within the advertising material but also to integrate additional elements such as disruptors or test seals.

However, CSS's 2017 fall campaign is not just a lead generation and new customer acquisition campaign. It also includes motifs and messages for existing customers that reinforce their decision to be CSS customers. With this dynamic performance and programmatic campaign for CSS, Notch Interactive sets a milestone in optimizing a campaign in real time.

Responsible at CSS: Marcel Engelberger (Head of Digital Marketing), Sebastian Schönbächler (Online Marketing Manager), Florine Kudelski (Online Marketing Manager), Roman Portmann (Social Media Manager), Karin Müller (Internet Specialist). Responsible at Notch Interactive: Roger Oberholzer (Strategy Director), Mark Becher (Group Account Director), Amanda Possa (Consultant/Project Manager), Martin Stauch and Sören Schröder (Creative Direction),, Alena Richter and Daniel Stüdeli (Art Direction), Heike Gross and Oliver Glitz (Senior Copywriters), Thea Meier (Frontend Developer), Peter A. van der Touw (Overall Responsibility). Responsible at Mediacom/GroupM: Benjamin Moser (Managing Director Mediacom CH), Ben Kwan (Director GroupM Connect), Stephanie Dirscherl (Senior Digital Consultant Mediacom), Eleonore Schwager (Senior Digital Consultant Mediacom), Rajeepan Ratnasingam (Insights Manager GroupM Connect), Kathrin Renner (Account Manager GroupM Connect), Mohamad Kariem (Ad Operations Interaction GroupM Connect).