Nueva shows for Visana that kings already make provisions now
The health insurance provider Visana is increasingly adopting a digital approach to marketing its products. Nueva won a pitch to market the new care and retirement planning solution. The result is a campaign that shows how you can help your future self today. The campaign features Swiss wrestling champion Christian Stucki and face-tracking technology.
The need to be able to stay at home for as long as possible has been proven to be extremely high in Visana's target groups. That's why the health insurer has added a care supplement to its new pension package. This means that from the age of 65, people are not only well off financially, but can also take advantage of discounted care services within their own four walls.
Positive Ageing
To dramatize this, Nueva has come up with a hard-hitting campaign idea. The basic slogan is "Help your old self - Thanks to your young self." The testimonials are shown first in young and then in 80, side by side and one behind the other, respectively. The young self supports the future self, or the future self thanks the young self. Because the earlier you make provisions, the more provisions you will receive in old age.
Use of the latest face tracking technologies
The idea is implemented on film using face-tracking technology. The campaign testimonials sit relaxed and in good spirits at the table or on the sofa, chat about their way of providing for the future and age seamlessly from 35 to 85 in just a few seconds. Apart from their age, not much changes. One of them is wrestling king Christian Stucki, who knows full well that his current job will probably not be crowned with great successes until he is 80.
The national campaign launched in mid-May and includes display ads, social media ads, discovery ads and YouTube spots. The second flight is scheduled to start next week.
Responsible at Visana: Maurizio Della Mura (Head of Marketing Communications), Leandro Fina (Head of Digital Marketing) Michèle Leu, Lukas Schwitter (Digital Marketing Manager). Responsible at Nueva: Remo Brunner (Consulting), Thomas Ammann, (Text/Concept, Creative Direction), Jonas Hermann (Art Direction), Alexander Cox (Text/Concept), Nicole Tobler (Project Management). Responsible at Visualpark (film): Alex Kleinberger, Luzian Schlatter. Responsible at Moodpix (photography): André Scheidegger. Responsible at Drop8 (Programmatic Advertising): Sam Lutz, Fabrice Lalive. Responsible at N.E. Creative Marketing (YouTube, Discovery Ads): Nadia Egli.
