Emotional and easy to understand

How does health insurance actually work? Sooner or later, we all face this question. But in the jungle of offers, legal regulations, the media and the feeling of having to pay too much, the topic hardly finds a platform for unbiased information. Atupri therefore consistently focuses on presenting its services in an easily understandable way. A series of humorous micro-movies provides a comprehensive overview of today's health insurance system in an entertaining way. The films were conceived and realized by Encore Pictures. The accompanying microsite was designed by Hinderling/ Volkart.

New communication style

It all started with Marketing Manager Karl Luca Büeler's idea of using films to emotionalize Atupri's website and at the same time make the topic of health insurance easier to understand. Studies had shown that this tool can have a lasting positive impact on the customer experience. Atupri produced 10 information clips on a specially developed microsite. They explain the Swiss health insurance system in general and the individual types of insurance in particular in a witty and convincing way. People with reservations find an animating introduction to the subject matter and can find out about the healthcare system and Atupri's services step by step.

Based on this brief, Encore Pictures worked with its creative partners at Le Mob to develop a concept for a series of animated films that would present basic information in an easily understandable way for all potential policyholders. The development process drew on Encore's experience from recently produced explanatory films for other industries - as well as the realization that only animation can convey information in such a compact way. Captivatingly written animated films offer companies the opportunity to present complex messages in a simple way and to charge them with emotion. "The internet is the ideal platform for presenting such content," says Jürg Steudler from Encore Pictures. Nowadays, however, it takes far more than a virtuosically staged "rattling off" of facts. Consumers' attention spans are short and most people get bored of "eye candy" very quickly. "What's needed are clear visualizations, likeable characters and an interesting story."

One of the main objectives of Atupri's marketing strategy is to make the low-involvement health insurance product more attractive. At the same time, Atupri wants to secure its leading position in communication: With clear information and a strong service. The micro-movies are a central communication component. They were designed as a holistic system and deliberately form a strong contrast to the serious, factual Atupri website - they enable a sympathetic approach to the subject matter. This creates customer proximity and overcomes the fear of an unpopular topic. pan