A popular saying served as an inspiration for Grey’s new campaign for Wiener supplementary health insurance.
Croats still think that health care is free or, at least, very cheap.
Jasna Horvat, Head of Marketing and Corporate Communications at Wiener Insurance said: “With today’s fast lifestyle, deteriorated health is not rare, and health problems bring the costs of treatment which can be very large. Although the health care system in our country is based on the principles of solidarity and reciprocity, and almost all citizens have compulsory health insurance, only few are exempt from participation in health care costs.”
“Thinking about our target group, we noticed that it is their age (and health, which usually goes with youth) makes them uninterested for supplementary health insurance. They ‘never go to the doctor’, they are confident and behave like they will always be young and healthy. Coaxing doesn’t work with them, so we opted for the opposite approach – to agree with them! On the one hand we are discouraging them from supplementary insurance, and on the other we show them – with a touch of humor – that they still might need it,” said Martina Pavić, Creative Director, Grey Zagreb.
“With the support of a client who bravely agreed to let us say in the ad ‘you don’t need supplementary insurance’ we set out to destroy one obstacle after another, or rather beliefs that disease and accidents happen to someone else, or that healthy people don’t even need insurance… We want to get to the point where our target group is not frightened, but made aware, interested, and willing to take responsibility for themselves and their health in this way,” said Pavić.
The first wave of the campaign has already started and barriers have already begun to crumble.
