AOK – Wo Familie beginnt.

‚Where family begins‘ is our first campaign for the AOK Rheinland-Pfalz / Saarland that challenges families to switch to the AOK. You will do anything for them – and so will we.

THE TASK

Christmas, the break between the years, the New Year – they represent traditions, family time, getting together and arguing in front of the fire. A new beginning, optimism, dramatically overcrowded gyms (for the sake of resolutions). If you are a health insurance, the turn of the year means one thing above all: special cancellation rights. Immediate change of health insurance instead of contemplation. High auction pressure, high CPM, minds & hearts are elsewhere. But people in Rheinland-Pfalz and Saarland should switch to AOK. And Parasol Island delivers the campaign. 

THE IDEA

We focus on the AOK’s core target group: families. And we focus (in terms of content) on the family – in the broadest sense. But who or what is a family – or can a family be? When does something feel like a family?  When, how and where does a family come into being? Questions for which there is no right or wrong. Anyone can be a family if they feel like it. Family is what you call family. Kindred spirits, emergency contacts – and those who answer the phone at three in the morning. And we at AOK are part of that family. As the best health insurer for you and your family. Switch now. 

THE SOLUTION

‚Where family begins‘ is a campaign that challenges families to switch. You will do anything for them – and so will we. You are our family. That’s why we go the extra mile at AOK. And that’s exactly what we’re showing: the extra miles we go for our families. See clubs, cliques, sweethearts & besties. A campaign that also aims for awareness, but above all for a clean mid-funnel performance. Regional cinema and online spots, non-linear TV, radio, web, OOH, DOOH and social. And it works: the digital sales targets for the year have already been achieved in the first months of the year. 

See more work