Establishing an unexpected brand appearance, that is truly useful for the target group at the world's biggest heavy metal festival: The "Moshpital" – a unique promotion area at Wacken Open Air, where metalheads got what they needed most during four days of excessive headbanging:

A FREE RELAXING NECK MASSAGE!

...and plenty of information about the BARMER GEK health insurance as well – thanks to the placement of massage chairs right in front of displays with activating brand messages. And an integrated campaign across all media channels!

The promotion started with an awareness-grabbing teaser trailer on YouTube, that became a viral hit weeks before the festival – linking to the "Moshpital"website with information and health tips for festivals. Followed by a unique promotion area at the 'Wacken Open Air' (29/7 - 1/8/2015). Here, 75.000 fans were offered, what they needed most during four days of excessive headbanging: a free professional neck massage! Well, not exactly for free: every 'patient' had to hand his contact address and the permission to be contacted by BARMER GEK to the promotion team first... During the relaxing 10-minute-massage, the eyes of the patients were forced to rest on activating brand information – thanks to the placement of displays right in front of the massage chair's face cushions. Directly after the massage, the metalheads were photographed in a headbanging-pose by a professional photographer, in order to post and share these 'mosh-portraits' on facebook.

Less neck pain for fans = more fans for BARMER GEK!

More than 1800 qualified addresses were generated at the festival.

The "Moshpital" led to an extensive reporting in the media – in TV, music magazines and newspapers.

During the promotion period, seven times more young people visited the microsite moshpital.de compared to the target group's average traffic on the brand website.

On social networks and blogs alone, more than TWO MILLION contacts were generated among the attractive target group for health-care providers – scoring 92% positive comments.

And all this with an overall-budget of less than 150,000 Euros!