On the right track

 
Health insurance The Fruitcake agency shows why Atupri wants to offer even more benefits with Mivita. 
With Atupri, privatization appears in a healthy light. In just six years, the former SBB company health insurance fund has already proved its worth on the open market. During this time, it has been voted the best Swiss health insurance company three times in the Cash Rating. The number of insured persons has risen from 90,000 to over 173,000, almost doubling. With such records, the medium-sized Atupri has become a brand. The Bern-based agency Fruitcake has also contributed to this success. Lahor Jakrlin and his team have been supporting Atupri since its reorientation in 2000 as part of a full-service mandate with classic advertising and contract publishing.
Now the service provider Atupri is taking the next step and launching its own product brand: Mivita. Mivita is Switzerland's first all-in-one solution, "a consumer-oriented combination of all the raisins of conventional supplementary insurance from health care, alternative medicine, prophylaxis, dental care, hospital supplements and protection when traveling abroad", as Christoph Zürcher and Theo Gasser from the insurer's management team announce.
The highlight of Mivita, however, is said to be the competitive market prices despite the density of services and - as an innovation - the automatic adaptation of the service catalog to generation and gender. An "egg of Columbus", say the advertisers about such a briefing. Fruitcake was also involved in product development and developed the name.
Morphing and digital tricksIn terms of communication, the campaign operates at the "interface between image and product advertising", as CD Jakrlin puts it. The content of a TV commercial deals with the change of life phases in different generations, albeit retrospectively. The commercial starts at age 3 and ends at the beginning, namely at birth. Morphing and digital tricks were used.
The B200 illuminated posters and the advertisement once again include all the participants in the TV commercial with five generations and present them as a patchwork group or modern extended family.
Andreas Panzeri