When it comes to a product that is both familiar and essential, one would assume it would be a no-brainer. But sometimes, even the most obvious solutions can be overlooked because they tackle uncomfortable subjects. This was the challenge we faced when creating a campaign for Germany’s most successful long-term care insurer. Our goal was to take a delicate and often avoided subject and present it in a way that would connect with the target audience and make it more manageable.

To accomplish this, we employed a unique approach by blending humorous findings around the product with creative storytelling, creating a campaign that was both impactful and entretaining. This strategy was supported by an extensive out-of-home advertising campaign in over 8000 agent stores throughout Germany and a comprehensive social media strategy. The result was a resounding success, the most successful campaign to date for the company, striking a chord with audiences and making it easier for them to confront a challenging subject head-on.

The campaign not only helped increase awareness and sales for the company, but also helped to remove the avoidance of the topic and initiate important conversations. It was a win-win situation, a successful campaign and a more informed society.