Situation:

OHRA is a relatively small insurer in the Netherlands with a market share of only 6%. For OHRA, with a similarly modest media budget, it is therefore even more important to stand out.

Brief:

Our task is to draw attention to the broad range of choice for specialists through a striking TV commercial. Because being able to choose the specialist is a strong asset for OHRA (especially since there is little differentiation between insurers). Wih OHRA, you can go to any specialist and therefor being helped faster.

Objectives:

Create a striking commercial to increase brand consideration and preference for OHRA.

A young man at the doctor’s office is experiencing back pain. The doctor points out the long waiting times for treatment, which instantly sends his girlfriend Roos into panic mode. She thinks Matthijs will have to stay home for a while before he can see a doctor or physiotherapist. And then, in her mind it goes from bad to worse: he browses the internet out of boredom, ends up on obscure websites, starts to believe that the world is flat, and wants to prove it by sailing to the edge of the world. But all this doomsday thinking turns out to be unnecessary. Because with OHRA’s health insurance, you can chose the specialist with the shortest waiting time yourself, and it’s fully covered! Yes, that’s OHRA. (Ja, dat is OHRA.)

The commercial has been well received and appreciated, both by the target audience and by the press.

And the campaign is effective: brand consideration and preference show an upward trend during the healthcare campaign (consideration increase from 9% to 15%).

And this is during the very busy end-of-year period, when not only healthcare insurers’ media peaks, but also when other brands try to capture consumers’ attention with striking TV commercials.