| Title | THE HOLIDAY DOCTOR |
| Brand | ZILVEREN KRUIS ACHMEA |
| Product/Service | HEALTHCARE INSURANCE |
| Category |
A04. MESSAGING FOR MOBILE |
|
Entrant Company
|
FHV BBDO Amsterdam, THE NETHERLANDS
|
|
Advertising Agency
|
FHV BBDO Amsterdam, THE NETHERLANDS
|
|
Media Agency
|
OMD Amsterdam, THE NETHERLANDS
|
|
Production Company
|
GREENBERRY Utrecht, THE NETHERLANDS
|
Credits
| Huub Lensvelt |
FHV BBDO |
Senior Creative Copy |
| Joris Van Elk |
FHV BBDO |
Senior Creative Art |
| Caroline Van Lieshout |
FHV BBDO |
Executive Strategy Director |
| Johan Coops |
FHV BBDO |
Executive Account Director |
| Marcelle Menick |
FHV BBDO |
Account Manager |
| Peter Burger |
FHV BBDO |
Agency Producer |
| Dean Refos |
FHV |
Offline Editor |
| Alain Dujardin |
Greenberry |
Creative Director |
| Jan/Willem Van Beek |
Greenberry |
Strategy |
| Bauke Nater |
Greenberry |
Strategy |
| Kjeld Meijer |
Greenberry |
Digital Designer |
| Patrick Plaggenborg |
Greenberry |
Digital Designer |
| Taco Faber |
Greenberry |
Digital Designer |
| Remko Van Hulst |
Greenberry |
Interactive Designer |
| Michael De Kruijf |
Greenberry |
Client Service Director |
| Bas Olthoff |
Greenberry |
Project Manager |
| Bas Van Bokhorst |
Greenberry |
Creative Technology Director |
Creative Execution
The mobile app was at the heart of the campaign. We created a responsive campaign site where people could download the app. They could also download it at the App Store and Google Play Store. To create awareness we used owned media to address existing Silver Cross customers. Paid media like radio, online display and billboards at popular border-crossings generated awareness and traffic to the campaign site. Online seeding resulted in free publicity from news and healthcare sources. We even created a last minute digital check-in for the Holiday Doctor at our national airport, Schiphol.
The app was a hit on every level:
• It emphasized the brand’s mission: we are with you, in word and deed.
• Medical professionals considered it a meaningful innovation. Chat + pictures allowed for an immediate,
accurate diagnosis.
• Consumers recognized the relevance: a Dutch doctor in your pocket, accessible in a simple way: text, photos,
24/7. Not possible with just a phone call.
• It made a difference: The Holiday Doctor prevented a child with ‘just flu’ from getting Prednisone and
antibiotics. ‘Just a stomach pain’ was diagnosed as an appendix inflammation and operated on the next day.
Facts:
• The app was #2 in the iTunes Top 100
• 50.000 downloads in the first 6 weeks
• 35.000 chats
• Used by an average of 100 travellers a day in 160 countries
• More than 200.000 visits to the campaign site
• Increased sales (+12%) compared to 2013
• Increased main brand KPI’s by an average of 3%
Silver Cross is a health insurance company. Its market is subject to government rules, leading to very similar offers across all brands. Consumer perception: all health insurers are the same. Our summer assignment was to generate sales for Silver Cross Travel Insurance. Challenge: how could we add meaning and relevance to a bone dry insurance product and make the brand stand out?
We found out that 20% of all travellers become sick or get injured during a holiday. Without knowing the seriousness of it, they feel stressed and often fear the worst. Or worry about the prescribed treatment. To relieve this stress we created ‘The Holiday Doctor’. The first mobile app to give an immediate diagnosis from someone you trust: a doctor from home. Using the simplest ways to communicate: text messages and photos, 24/7. Silver Cross showed that it could deliver a meaningful product that the consumer really wanted to use.