Title	THE MOSHPITAL
Brand	BARMER GEK
Product/Service	HEALTH INSURANCE
Category	A02. Use of Live Shows/Concerts/Festivals
Entrant Company	PUBLICIS PIXELPARK Hamburg, GERMANY
Advertising Agency	PUBLICIS PIXELPARK Hamburg, GERMANY
Production Company	KATAPULT MOVE Berlin, GERMANY

Name	Company	Position
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 Brief

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.

Campaign Success

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!

Describe the success of the promotion with both client and consumer including some quantifiable results

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!

Explain why the method of promotion was most relevant to the product or service

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. With a surprising, eye-catching and integrated brand appearance – which is quite unexpected and couragous for a health insurance - the BARMER GEK positions itself as a highly attractive opportunity for young people: The »MOSHPITAL« at the world's largest Heavy Metal Music Festival in Wacken 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 and social network campaigns, the »MOSHPITAL« raised nationwide awareness within the heavy metal crowd.