All insurance companies in Croatia are faced with the same challenge in promoting supplementary health insurance. Younger population in particular has not yet faced serious health problems, so it is difficult to explain to them the benefits that supplementary insurance can provide.
Croatia Insurance, the leading Croatian insurance company, has set the task before their agency Bruketa&Žinić&Grey to create an OOH campaign that will attract the attention of those who don’t care much about health insurance, especially the supplementary one.
A good part of the population, especially young people, are willing to spend more money on fashion accessories that they do not need than on health, justifying it often with: “We will not really be in trouble”. However, unplanned life situations, such as injury and illness, can happen to everyone because you never know what life brings. That’s why the message of the campaign is “You never know what life brings.”
The focus of the campaign are models photographed in the manner of fashion ads, but always with a notable detail: a hand in plaster, a bandage after gall bladder surgery or crutches because of ligament injury. Along with the prices of the latest clothing items, the ads show the price of the treatment which you have to pay if you’re not covered by supplementary health insurance.
This way, Croatia Insurance and agency tried to show that we are often ready to spend the money on the latest fashion accessory, while neglecting to do the same when it comes to our health. The intention was to remind the public that supplementary health insurance costs far less than a new piece of clothing that is “in this season”, and prevents the unexpected, high treatment costs.
To make the campaign look authentic, the agency hired one of the best Croatian fashion photographers, Mladen Šarić.
In addition to offering supplementary health insurance at a cost of HRK 70 per month, Croatia Insurance also offers B list of medicines free of charge in the first year, while the Croatia supplementary health insurance card is valid as a means of payment for a wide list of drugs that are otherwise charged with premium.
CREDITS:
Croatia osiguranje:
Maja Weber, Director of Corporate Communications Sector
Zrinka Jugec, Head of Marketing Communications
Paola Poljak, deputy director of Corporate Communications Sector
Bruketa&Žinić&Grey:
Davor Bruketa, Ivo Payer, Creative Directors
Ivan Tanić, Strategic Planner
Valentina Bugarin, Account Director
Ivan Pavičić, Copywriter
Sanja Zanki, Account Executive
Sonja Šurbatović, Art Director
