Hamburg-based agency, TRACK won the account to mastermind the launch campaign of ottonova.
In June 2017, the young, Munich-based company launched the first private health insurance onto the market for 17 years. The company is backed by numerous investors. The name, ottonova, is a homage to the former German Chancellor, Otto von Bismarck who introduced health insurance to Germany in June 1883.
What makes ottonova so special is that it is the first-ever purely digital, private health insurance company. Primarily aimed at younger target groups, all services and features can be directly accessed and managed via a specially developed app. For example, customers can see their entire personal medical records in the app, receive reminders about regular check-ups, upload invoices, and directly set cost reimbursements in motion.
TRACK’s challenge was to develop a brand market positioning and communication strategy from the very beginning. TRACK also developed the claim “Upgrade your health,” rounding off the implementation of a complete communication strategy that both conveyed the contemporary and innovative nature of the company’s services, while ensuring it is perceived as a serious and respectable organization.
This new private health insurance is aiming to attract “digital natives” in a higher income bracket who are looking for modern health insurance that can be easily and precisely managed with modern technology.
In close collaboration with the client, TRACK developed a brand model that served as the basis for the communication strategy. The communication components include a striking, corporate film that introduced ottonova as well as other films that highlighted the various innovative services ottonova offers. Furthermore, TRACK also developed online advertising materials and social media content.
“Helping to build and develop a brand from the very beginning is one of the most exciting tasks an agency team can be entrusted with. It was important that the communication was just as simple and customer-oriented as the ottonova app itself. For this reason, we made a conscious decision not to incorporate conventional health insurance elements, but rather to create a completely new image,” commented Britta Poetzsch, Chief Creative Officer (Campaign) at TRACK.
In keeping with the nature of the product, the campaign can be seen predominantly online, via social networking sites such as Facebook, YouTube, and LinkedIn as well as via various display networks.