The task was to win more young members for the CITY BKK health insurance. Instead of creating a campaign for young people, we invented a completely new health insurance that is especially tailored to the taste and needs of a young target group and speaks their language: The KRANKE KASSE. Its motto 'Not sick at all can’t be healthy either' was to be reflected in all media and communication means. With a relatively low budget, the KRANKE KASSE was to be anchored in the consciousness of the target group and gain new customers.

Following the motto 'Not sick at all can’t be healthy either' an own visual language was developed for the new brand, which was to characterise all communication means. The core is a whole arsenal of odd, likeably illustrated characters who pop up in all media and shape the image of the KRANKE KASSE. Be it as animated helpers on the website or on the office equipment, the especially designed member cards, the flyers and and and…

The founding history itself already caused quite a stir. The staged application virals had more than 250.000 YouTube views. The community contributed more than 240 suggestions for a perfect health insurance. At the launch, the Kranke Kasse was assured the attention of a large community. Website was visited up to 40.000 times daily. With the compassiontool more than 17.000 get-well wishes were sent. With attention-grabbing promotions the popularity could be expanded even further.The success is reflected in the new registrations: The KRANKE KASSE accounts for more than 50% of the new registrations for the parent brand CITY BKK.