Emotional storytelling instead of interchangeable vignettes – our TV spot for Germany’s largest health insurance brand shows how it’s done: During a customer consultation at an AOK branch, a young girl reimagines a house visit as a mouse quartet and a mobility aid as a cuddly giant. Her father’s accident transforms into a journey through a fantasy world and a life situation that would otherwise be filled with fear and anxiety is instead associated with colourful, positive images. This commercial stood out from the usual imagery used by health insurance companies and generally increased awareness of AOK’s services.
In our fantasy world, a mouse quartet, a deer and a cuddly giant help a father recover from an injury. Through the perspective of a young girl, we portray AOK’s consultation services in a positive light, which also makes a favourable impression among customers of other health insurance companies.