HEMA Zorgverzekering – Branding and Campaign

HEMA Health Insurance
HEMA and Total Design launch a new campaign
for the HEMA Health Insurance with a very special customer

Last October, the Lucky Bird introduction campaign of the HEMA Health Insurance went live. HEMA asked Total Design to develop a new campaign for their Health Insurance. Primarily focused on attracting new customers, but current customers could not be lost sight of either. To win over these potential customers, HEMA offers customers with a HEMA health insurance 10% extra discount on almost the entire HEMA assortment. Both in the stores and online at hema.nl. A benefit that puts HEMA in a unique position among the mostly policy- and/or price-focused campaigns within the industry.

By using a mascot – the Lucky Bird – as a personification, Total Design created an omnichannel campaign concept that matches the new HEMA branding. The campaign manages to draw attention in an accessible way during the most important orientation period of the year for health insurance.

Bird of Fortune

HEMA is introducing a regular customer: the Lucky Bird. In the campaign, the Lucky Bird shows common unlucky moments in everyday life. Because even a lucky person has bad luck once in a while. In this way we make the target group aware of the importance of having health insurance that suits them. After all, we all throw our backs out sometimes or bump our heads too hard. Then it’s better to be insured with an insurer that can offer you something fun besides the bad luck moments. With the HEMA Health Insurance you are not only insured for care, but also for an extra 10% discount on many HEMA products. After all, you're a lucky one or not…

The Lucky Bird makes it possible to communicate in a way that is accessible and recognizable for the target group. HEMA manages to draw attention to a generally less popular subject such as insurance in a sympathetic way, a way that suits HEMA.

The Lucky Bird was created through a fine collaboration between Total Design and the designers of HEMA’s toy department. The Lucky Bird was made using fabrics and colors that fit the brand and connect with HEMA.

Learn about the Lucky Bird too
The Lucky Bird is featured in a digital-first campaign and will in the coming months inform the target group about the benefits that HEMA health insurance offers you. In different videos and with various campaign visuals that have been translated into the HEMA brochure, instore, on social channels, on the website and with digital displays, we will get to know the Lucky Bird better and better.

More information about HEMA Health Insurance can be found at HEMA.nl/zorg.

Client: HEMA
Project: Branding en Campagne – HEMA Zorgverzekering
Agency: Total Design

Head of Branding: Henriette Verkerk
Creative Directors: Martijn van den Brakel, Edwin van Praet
Art Director: Robin Poelmann
Designers: Adam Lane, Timon Weerstand, Martyna Piskorz, Edwin van Praet
Client manager: Marloes Pijning, Michel Ruigrok van der Werven

Suit (lucky bird): mascottepakken.com
Producer: Robin Mak
Director: Kevin Boitelle
Production: Wenneker
Sound: Earforce
Voice-over: Anneke Blok
Photographer: Jaap Vork

HEMA: Jill Brouwers, Kees van Bekkum, Raisa Corte, Britt Peeters, Teddy Schuyers

Thanks for watching

HEMA Zorgverzekering – Branding and Campaign
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Total Design