| Title | THE MOSHPITAL |
| Brand | BARMER GEK |
| Product/Service | HEALTH 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 |
Perkypark |
Sound Design |
| Susanne Wickmann |
BARMER GEK |
Marketing |
| Kerstin Krumbein |
BARMER GEK |
Teamlead Corporate Marketing |
| Christian Bock |
BARMER GEK |
Departmenthead Marketing |
Brief Explanation
In Germany, the law assures that everybody gets health insurance. More than 130 health insurances compete for the highly attractive target group of young adults. In fact, younger people don´t concern themselves with these kinds of topics as a majority gets insured by their parents automatically. This means, that they need to be told about the possibility to change their current health insurance and furthermore find a new one which fits their needs and service requirements even better.
This is the approach of the "Mosphital“ campaign: Finding a way to get young people's attention, make them start thinking about health insurances – and make them like the BARMER GEK, because the BARMER GEK knows, what young people need.
The Campaign
Young people at music festivals think of many things – but not their health.
And certainly not the topic of health insurance!
BARMER GEK, one of Germany’s biggest health insurance companies, wanted to change that – by offering 75,000 fans at the world’s biggest Heavy Metal Festival in Wacken an unexpected brand presence that is truly useful for the target group – and has a viral power across all digital channels:
The BARMER GEK »MOSHPITAL« – a unique promotion area! Here, fans get what they need most during four days of excessive headbanging: a professional, free neck massage! And plenty of information about the BARMER GEK health insurance as well.
After promoting the MOSHPITAL with a multichannel-campaign beyond WACKEN before and after the festival, it became clear: BARMER GEK rocked the health insurance market and boosted its popularity among an attractive young target group.
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 http://www.moshpital.de which provided relevant information about the event.
Additionally, the visitors of the microsite were attracted by humorous communicated, 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!