116117 – The number with the elves
Every child in Germany knows when to dial 112. But even adults may not know what 116117 stands for. As a result, many patients go to the emergency room on weekends, even though the medical non-emergency helpline 116117 should be their first port of call. KBV (Kassenärztliche Bundesvereinigung, the National Association of Statutory Health Insurance Physicians), the umbrella organisation representing the 17 associations of statutory health insurance physicians in Germany, is therefore launching the largest campaign to date for the medical non-emergency helpline. Serviceplan Reputation is responsible for the campaign.
With this new campaign, Serviceplan solves the crucial problem with 116117: these days, nobody can remember a number that is six digits long. The creative solution from the House of Communication in Berlin is to transform 116117 into "Elf 6 and Elf 7 – The number with the elves". The mnemonic is embodied by the personas of two likeable and striking elves, a pun on the words for “eleven” and “elf”, which sound the same in German.
Since summer 2019, the two elves have been conquering the German public and helping people remember the number thanks to a campaign that appeals to a broad base. In addition to TV, online, out-of-home and POS advertising in doctors’ offices, the integrated campaign also expands into detail with content marketing and PR. The campaign provides consumers with more information about individual services provided by the non-emergency hotline and raises awareness about which resources patients can turn to in various medical situations.