SANITAS
Together for Your Health
The challenge
Images of medical insurance companies seldom differentiate very much; products and services tend to appear interchangeable. Sanitas builds on strong partnerships and advocates a healthcare system that is directed toward the future. This integral DNA must be clearly felt and seen in all its appearances from brand image across to advertising campaign.
The solution
Based on the central theme “Together for Your Health” we are implementing an emotive ominchannel advertising campaign for Sanitas. An updated two-toned brand identity and contrasting imagery will help to underline this new approach of togetherness.
Our lives are characterized by contrast – with ups and downs, health and illness. Together with its strong partners Sanitas undertakes to find a fitting answer to every health issue. The DNA of this partnership plays a pivotal role in the new communication’s approach, the brand identity and an emotive omnichannel campaign.
Together everything is easier – not least where health issues are concerned. Sanitas’ collaboration with strong partners throughout Switzerland aims to make staying healthy and becoming healthy easier. A large health network not only provides more offers and better solutions for customers, but also a more efficient and therefore future-oriented health system. Based on this DNA we have developed for Sanitas the communicative guiding principle “Together for Your Health”. This also serves as the foundation for the cross-channel communicative strategy.
Sanitas’ updated brand image reflects the communicative guiding idea. The unchanged logo in a two-toned version plays with the concept of contrasts that symbolizes togetherness and a proximity to customers and persons. Contrasts that generate a force, create emotions and engender new solutions.
Sanitas’ made-over color palette has been augmented with a high-grade dark green and bright red to provide extra luminosity and make the brand appear younger and more agile. The print typography used in the new approach is bolder and clearer: the script has been designed in noticeably larger print and contains less text. Significant expressions are two-toned to underline significance and create a higher recognition factor.
Various print applications such as brochures and fact sheets are receiving a light makeover to align them with the new brand image. Sanitas’ digital application has been given a gentle facelift as well and now features a stronger use of print typography and presents itself with a modernized color palette.
Just as the design system, the imagery is also characterized by contrasts. Light and shade generate tension, create moments and emotions. An interplay between light and dark, lively visual compositions, natural blurriness and perpectives give the characters a natural and authentic appearance and turns every image into a distinctive Sanitas image. As a style element light provides focus, highlights visual details and accentuates emotions. The new comprehensive imagery incorporates treatment situations and medical personnel into the new Sanitas image style.
To anchor the new Sanitas appearance emotively in the viewer’s mind, we are placing a 45-second image spot at the outset of the TV campaign. The spot was concepted and produced in collaboration with Dutch film producer, Bram van Alphen, who is known internationally for the high emotional content of his films. Furthermore a 25-second spot as well as several broad spectrum 10-second clips featuring specific sales issues will be utilized – ranging from supplementary hospital insurances across to the latest basic Swiss health insurance plans in collaboration with Medbase. Together, the image and performance campaigns complement each optimally.
The widespread DOOH campaign draws attention to the qualitatively high-end and attractively priced range of services in heath insurance; various subjects additionally help transport Sanitas’ new image.
The different landing pages on digital channels ensure that potential customers are met at the precise topics and needs relevant to them. A comprehensive retargeting strategy leads possible consumers discreetly along their specific interests and customer journeys to the appropriate offer.
Responsible at Sanitas: Kaspar Trachsel (Sales and Marketing Manager), Valentin Hüsser (Head of Brand Management), Marco Chini (Head of Campaigning and Events), Jasmine Rizzo (Marketing Manager), Britta Mickeler (Marketing Manager), Claudia Sebald (Head of Content und corporate communication), Simone Rolli (Graphics & Corporate Design).
Responsible at Branders: René Allemann (CEO), Thom Pfister (Executive Creative Director), Philippe Knupp (Strategy Director), Marisa Güntlisberger (Director Omnichannel Experience), Thea Ferretti (Director Communications), Patrik Bockhacker (Brand Consultant), Michèle Motterle (Brand Consultant), Sarah Egger (Junior Brand Consultant), Micha Kumpf, Palma Manco, Soraya Gaouaoua (Senior Brand Designer), Sarah Trendle (Executive Brand Designer), Katja Wölfel (Senior Copywriter), Martin Fähndrich (Video Journalist)
Responsible at Rosas & Co (film production): Nadia Rosasco (Owner and Producer), Yanik Müller (Junior Producer), Bram van Alphen (Direction), Per Kasch (Photography)
Responsible at Bilderpool: Per Kasch (Photography, Direction), Peter Bender (camera), Per Kasch, Peter Bender (Cut),Jonas Ellerbrock @ POP (Postproduktion and Grading), Joe Berger (Production); verantwortlich bei Mediaschneider: Carolin Jünger (Advisory Group Management), Janine Nussbaumer (Advisory Group Management), Bettina Büchi (Consultant); Eva Ott (Junior Consultant);
Responsible at Webrepublic: Katja Martinello (Head of Creation), PascalSonder (Senior Multimedia Designer), Silvio Porcelli (Multimedia Designer), Sofia Costantini (Multimedia Designer), Livia Voellmy (Junior Multimedia Designer).
