Heads Up!
AOK-Bundesverband
Issue 36 | September 2015
Agency
plan.net/serviceplan
Creative Team
Chief Creative Officer Alexander Schill Executive Creative Directors Markus Maczey Axel Thomsen Cornelia Blasy-Steiner Creative Director Christopher Bohlender Copywriters Carina Disch Friederike Froehlich Art Director/Designer Richard Wegele Creative Innovation Directors Franz Roeppischer Lorenz Langgartner
Production Team
Agency Producer Maxmilian Janda Programmers Philipp Schmidt Philipp von Mauch
Other Credits
Account Supervisor Verena Wenisch Media Planner Katrin Kalchschmid
Date
March 2015
Background
AOK was Germany's largest provider of health insurance. With Back Health Day 2015 approaching, they wanted to remind both existing customers and new customers that they were not just a trustworthy insurance company but a partner in preventative approaches to health problems.
Idea
Constantly looking down at their smartphone had become a serious health problem for many. A head tilted at 60o placed a weight of almost 30kg on the neck. This led to neck ache and even to postural deformities, which could in turn lead to medical treatment and high costs incurred.
To warn of the dangers, on Back Health Day the content of the popular news website stern.de could only be seen and read when users held their phones in an upright position.
Results
'Heads Up!' created widespread interest across online media. The average dwell time on the site was over three minutes. Within a week, thousands of visitors to stern.de were lifting their heads and placing less strain on their necks.
Our Thoughts
With a 2011 study finding that 53% of mobile users suffer numbness or neck aches and another study reporting that 83% of those involved had reported some neck pain during texting*, no wonder insurance companies are taking a close look at how people use their smartphones. But rather than tell potential customers, ‘We’re here for you when you get injured’, this neat strategy lets them know AOK is there for them before anything happens.
(* Forbes Magazine, July 6th 2013)