The briefing: AOK Rheinland/Hamburg wants to increase its visibility among the target group of 25- to 40-year-olds and raise awareness of attractive insurance offers.
For this reason, an image campaign is being created that emphasizes the brand’s core value of “proximity” and draws attention to AOK Rheinland/Hamburg as a “partner at your side.”

The approach: In order to appeal to the target group on an emotional level, situations from exciting and/or moving life events typical of the target group, such as travel, love, marriage, birth or even sporting successes, etc., are shown – stages of life that people like to remember.

OoH billboards, city lights, and print ads for scene-relevant magazines were designed, accompanied by a social media campaign.

AOK Rheinland is positioned here as a problem solver. Close to its customers—like a friend for life. Together, you now have time to discover “life” with your newborn, for example, or to go on trips together, without having to worry about tedious bureaucracy or necessary treatments.

Tasks: Concept, claim development, layout, art direction
Plattform: Extended print campaign
Client: Akom 360/Publicis for AOK Rheinland (Pitch application)