GESUNDNAH Markenfilm
AOK
The statutory health insurance market in Germany is coming under increasing pressure. At the same time, as people navigate an increasingly complex world, they are looking more and more for guidance, security and reliable support. Against this backdrop, AOK Baden-Württemberg aims to further sharpen its brand profile and highlight digital health services in particular as an integral part of its value proposition.
With a fully integrated brand campaign, AOK Baden-Württemberg is placing its brand identity – “GESUNDNAH. Because health needs closeness.” – at the centre of its communications. The strategic basis for this is the realisation that people experience closeness differently depending on their stage of life and circumstances. The communications therefore link specific needs with relevant support services – ranging from face-to-face advice in person to digital services.
"At the heart of the campaign is an emotional brand film depicting people at defining moments in their lives – from pregnancy and starting a family, through health challenges, to times of personal strain. In the finale, the film links digital services with personalised support and reinforces the central message: In an increasingly complex world, AOK Baden-Württemberg is reliably close to people, providing guidance and creating a sense of security – personally, regionally, professionally and digitally.
The media mix includes cinema, (D)OOH, social and digital media, influencer partnerships, regional stadium advertising and point-of-sale initiatives in AOK Baden-Württemberg’s customer centres."
| Filmproduction: | oh, boy! |
| Regie: | Max Buck |
| photographer: | Julian Holzwarth |
