| Title | THE MOSHPITAL |
| Brand | BARMER GEK |
| Product/Service | HEALTH INSURANCE |
| Category |
B03. Insurance |
|
Entrant Company
|
PUBLICIS PIXELPARK Hamburg, GERMANY
|
|
Advertising Agency
|
PUBLICIS PIXELPARK Hamburg, GERMANY
|
|
Production Company
|
KATAPULT MOVE Berlin, GERMANY
|
Credits
| Tobias Holland |
Publicis Pixelpark |
Creative Director |
| Jochen Saken |
Publicis Pixelpark |
Art Director |
| Viviane Angenendt |
Publicis Pixelpark |
Art Director |
| Sara Peterek |
Publicis Pixelpark |
Junior Art Director |
| Tim Tigges |
Publicis Pixelpark |
Copywriter |
| Torben Vagts |
Publicis Pixelpark |
Client Service Director |
| Elisabeth Ahrens |
Publicis Pixelpark |
Account Director |
| Maximilian Embert |
Publicis Pixelpark |
Social Media Manager |
| Jan-Christian Baumgartner |
Publicis Pixelpark |
Social Media Manager |
| Vanessa Stute |
Publicis Pixelpark |
Client Service Director/Media Director |
| Joern Heitmann |
Katapult Move |
Director |
| Christopher Häring |
Katapult Move |
Director Of Photography |
| Patrick Wilfert |
Katapult Move |
Editor |
| Ingo Georgi |
Katapult Move |
Producer |
| Alex Kiening |
Katapult Move |
Producer |
| Peter Hayo |
Katapult Move |
Sound Design |
| Susanne Wickmann |
BARMER GEK |
Marketing |
| Kerstin Krumbein |
BARMER GEK |
Teamlead Corporate Marketing |
| Christian Bock |
BARMER GEK |
Departmenthead Marketing |
The Brief
With a surprising, eye-catching and integrated brand appearance – which is quite unexpected and courageous for a health insurance - the BARMER GEK positions itself as a highly attractive opportunity for young people. The success of the campaign can be measured in Likes and Shares on Social Media platforms and an increase in new members.
Creative Execution
The central element of the campaign was a unique promotion area at the world's largest Heavy Metal Music Festival: the “Wacken Open Air".
The BARMER GEK »MOSHPITAL« offered fans what they needed most during four days of excessive headbanging: a free professional neck massage!
Due to an awareness-grabbing involving film trailer, aired on social networks weeks before the event it already raised discussions within the heavy metal crowd.
The film trailer and a print campaign were leading the audience to the microsite www.moshpital.de which provided relevant information about the event. Additionally, the visitors of the microsite were attracted by humorous commmunicated, but still serious health tips for surviving the tough festival season in the best possible way.
Even after the festival, Moshpital was one of the top topics within the heavy metal crowd caused by a follow-up campaign involving most striking „mosh portraits“ from healed festival visitors, shared on Facebook.
Less neck pain for fans = more fans for BARMER GEK!
The Moshpital team at the festival was continually busy.
There was extensive reporting in the media.
On social media channels alone more than two million contacts were generated among the attractive target group for health-care providers: young people between the ages of 18 and 35.
And all this with an overall-budget of less than 150,000 Euros!
According to their approach “Health thought ahead”, the BARMER GEK positions itself as a progressive health insurance. This approach demands a communication way, which goes far beyond usual advertising and communication concepts. Each measure underlines the attitude of the BARMER GEK, to use their brand communication in order to make people feel better when it comes to health questions. This principle goes along with the way the BARMER GEK seeks to get in touch with their targets groups which means to start a real dialogue instead of a common top-down approach.
With a striking idea that not only reached 75.000 festival visitors but also created a relevant basis for public relations and viral effects.