Primary goal of the campaign: to brand Zilveren Kruis Achmea as a health company that goes beyond the call of duty, i.e. has a lot of extra services for their clients. These services are part of the standard package. The Newborn Care Hotel is such a service. It is for pregnant women and new mothers who – because of their income – are in (sometimes desperate) need of this service. The secondary goal was to have the target audience – men and women (40/60), 30-40 years of age, low to middle income - apply for either health insurance or a commitment-free offer.