| Title | THE MOSHPITAL |
| Brand | BARMER GEK |
| Product/Service | HEALTH INSURANCE |
| Category |
A06. Events & Experiential (incl. stunts) |
|
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 |
The Campaign
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.
The problem: marketing budgets of statutory health insurances in Germany are strictly limited by law.
With an overall budget of less than 150,000 Euros we had to create a surprising brand experience, that guarantees nationwide public awareness among young target groups - and a wide media coverage.
This is the approach of the "Mosphital“ campaign: a promotion area at the world's largest Heavy Metal Festival in Wacken, where metalheads get, what they need most during four days of excessive headbanging: a free professional neck message!
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.
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 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 viral film and the promotion area lead to an extensive reporting in the media – TV, Magazines and Newspapers.
On social media channels and relevant blogs 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!
The Strategy
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.