Health insurance with children cooking show
The Helsana Insurance Group uses videos in various areas—it has seen initial success, and its expertise is growing.
Many companies are still reluctant to use videos in marketing and are taking a wait-and-see approach. Helsana is different: on the official YouTube channel, there is an expert debate on the topic of "Pros and cons of a single health insurance fund", the various insurance products are explained in animated films, the Helsi cooking shows are about cooking with children and the employer positioning also uses videos to provide information about jobs and careers at Helsana. Kathrin Zimmermann from HR Marketing explains this diverse video commitment with an innovative and error-tolerant corporate culture: "We have innovative people who like to take on a pioneering role in the market and this is encouraged accordingly. " It is therefore not surprising that the approach is different in every area. Instead of a uniform visual language that is coordinated with the corporate identity, there are strikingly different implementations, for which different agencies were brought in.
Finding the right employees with videos
"An agency is no longer absolutely necessary for us when it comes to implementation," says Zimmermann based on her first experiences with videos. Self-confidence and competence have increased, while the inhibition threshold for criticism has fallen and, thanks to the experience gained, it is easier to assert oneself, even if an agency suggests something different. And indeed, a lot has now changed in the second season of job videos. "A modern employer like us must have a fresh image - an authentic employer brand," says Zimmermann, explaining the basic intention. As a health insurer, the Helsana Group (with around 3,000 employees) is active in the insurance industry job market. In order to be perceived by the public in this way, a corresponding amount of extra effort is required. With the filming of the first videos a year and a half ago, the company began to "give Helsana a face as an employer". Together with the Zurich agency schneiter meier, the well-known photographer and film director Alberto Venzago, who had won an award at Edi.08, the Swiss prize for advertising, industrial and corporate films, was hired for this purpose. Making something like this involves a financial commitment, reports Zimmermann, which is why they limited themselves to three videos for the Helsana website. The result is a portrait of a young career changer, for example, to document the flexible progression (one of the three EVPs, [employer value proposition, benefits offered to employees]). A second video stands for social responsibility and shows a manager and her team. The third example of an IT specialist emphasizes the aspect of work-life balance and the attractive size of Helsana as an employer. Zimmermann finds these results "quite successful", but admits that he also received critical feedback. For example, the videos are "rather high-end" and therefore appear rather "elitist". The next HR videos should increasingly "show employees on the job". Instead of a fixed storyboard, there will be questions and employees will be able to answer them freely.
Animations in four languages
As Head of E-Market, Anne-Katrin Maser had a different problem to solve: Health insurance is a complex product and not everyone likes to read through product documentation. At the same time, she herself noticed that "audiovisual content attracts attention" and that informative video formats such as tutorials on YouTube are being used more and more. In 2012, it therefore looked for ways to enable potential customers to find out about Helsana insurance products online using videos. In collaboration with the Cologne agency .dotkomm rich media solutions, the animation as a form of presentation was quite obvious right from the start, reports Maser. They wanted to convey information as "briefly and crisply" as possible and "explain products with a wink". Storyboards were developed together and the first animated videos were produced within three months. These were produced in four languages right from the start, which was "no additional challenge". As a special feature, at the end of a short intro, the viewer can choose how to continue. There is also a signpost on which the various topics can be selected for further in-depth study. The fact that these interactive videos run technically on all devices is "not so easy" and is not possible on YouTube, for example, or only possible with a workaround. Helsana uses these product animations "very widely". Not only on the website, but also on microsites for products, via social media, in mailings, at trade fairs and events as well as internally at training courses. The reactions have been "consistently positive", says Maser. It is appreciated that "there is a different approach to product information".
This is why a video in this style is produced for each new offer, such as the recent "Primeo" supplementary insurance. However, unlike the first videos, the teasers are now "even more compressed" so that the viewer can quickly find their way to the guide. They have also learned that a "strong visual world that arouses interest in the product" is needed at the beginning of a video. When it comes to the future, Maser is considering interactive graphics alongside the animated videos, which can be used to explore the products.
From four to ten shows per year
"Helsi" is the name of a beaver that not only acts as Helsana's mascot, but also as an ambassador for nutrition and exercise with a focus on parents and children. Jacqueline Meister is the project manager responsible for this and she explains that the aim is to offer existing customers added value with attractive content. Although Helsi is available in a full-body costume at various events, he achieves the best reach on the Internet, especially with the Helsi show. Together with two children at a time, top restaurateur Albi von Felten cooks on topics ranging from using up leftovers to Znüni-Ziit and honey magic, and also addresses exercise topics. When this concept was initiated in 2011 together with the Streuplan agency, many more children were involved with a different chef. There was a lot of confusion with a high noise level. Last year, four episodes were produced in a show kitchen over two days of filming and this year, with the same budget of money and time, the aim is to produce ten episodes, each lasting no longer than three minutes. "We want to get to the point more quickly," says Meister, describing one of the insights gained. The Helsi show is advertised in a variety of ways: In the customer magazine Senso, with policy and bill inserts, on Facebook and Twitter, on the website and in the Helsana customer forum. The number of views is tracked via Google Analytics and peaks at almost 39,000. 35% of the views come from Switzerland, with parents often watching the entire video with their children, according to Meister. 40 percent of views are via computer, 60 percent via mobile devices (tablets, smartphones), which is why the Helsi website was redesigned and optimized accordingly in February. Although the Helsi website is multilingual, the Helsi show is currently only available in German for budget reasons. When asked about the future, Meister is excited to see how the adjustments to the show concept will work: "We will continue to build on this experience in our commitment to children's health."
Christoph J. Walther
