Founded in 1996, Visana is one of Switzerland’s leading health and accident insurers. Operating within the critical Swiss insurance sector, Visana offers a comprehensive range of products, from basic health insurance to supplementary and accident coverage. Given Switzerland’s universal health insurance system, which mandates that all residents maintain basic insurance, Visana plays a crucial role in the nation’s healthcare landscape.
Beyond their core services, Visana is actively involved in promoting sports, health, and wellness among the general population. Their sponsorship of events like the “3×3 Basketball Trophy” underscores Visana’s dedication not only to providing top-tier insurance but also to fostering an active and healthy community across Switzerland.
Despite Visana’s strong commitment to Swiss sports, many Swiss people were unaware of the company’s sponsorship activities, particularly in the newly Olympic-recognized sport of 3×3 basketball. The sport’s official debut at the 2021 Olympics significantly boosted its popularity in Switzerland, presenting Visana with the perfect opportunity to raise awareness about its sponsorships. With two major basketball events on the horizon—the high-profile “3×3 Trophy” in Zurich’s main train station in March 2023 and another in Lausanne in August 2023—Visana aimed to highlight not only the athletes but also its own dedication to the sport.
The challenge, however, was how Visana could present itself as a sponsor in an innovative and engaging way that would capture attention during the events and leave a lasting impression, encouraging spectators to consider Visana’s comprehensive insurance services in the future.
In response to Visana’s challenge, the Swiss insurer decided to use Gamification Marketing. Working with the team at Brame, with whom Visana had previously collaborated, a customized campaign was developed for the upcoming 3×3 Basketball Trophy events. Together, Visana and Brame created a basketball-themed interactive Dropper Game. The game aimed to catch as many basketballs as possible in a basketball net while avoiding collecting any volleyballs.
The Dropper Game entertained visitors at the event in Zurich’s main train station. It served as a medium through which Visana showcased its connection to the 3×3 Basketball Trophy events, ensuring it was recognized as a key sponsor. To further incentivize participation and engagement with the Visana brand, participants were allowed to win CHF 200 worth of Nike vouchers when they played the game.
The campaign was strategically shared across Visana’s official social media channels and corporate website to ensure maximum visibility and participation. Visana aimed not only to achieve temporary recognition at the sporting events, but also to build a long-term connection as a sponsor. The goal was to gain players’ trust in the Visana brand and encourage them to explore its insurance offerings.
The results of Visana’s Basketball Dropper campaign were a resounding success. In just one week, the campaign attracted over 2,200 visitors, and 87% of players completed the game, demonstrating the high engagement of the Basketball Dropper. The top scorer even played the Dropper Game for an astonishing 20 minutes, which exceeded all expectations. Regarding zero-party data capture, the Dropper campaign achieved a lead conversion rate of 31% of those who finished the game.
All in all, the remarkable results were achieved by providing players with a fun and engaging way to interact with Visana and the sport of basketball. After this excellent result from the first 3×3 Basketball Trophy event at Zurich Main Station, the anticipation and enthusiasm for the follow-up event in Lausanne in August was palpable.
Schedule a live demo with one of our product specialists at your convenience.
We can learn about your requirements, answer questions, and review ways Brame can help your organization to achieve your goals and engage with your audience.
Please submit your information below and we will be in touch shortly to set up a live demo.
© 2024 Brame AG. All rights reserved.
No boring sales talk. Individual consulting with proven best practices and industry-specific use cases for your unique gamified Advent campaign.
No boring sales talk. Individual consulting with proven best practices and industry-specific use cases for your unique gamified Advent campaign.
Schedule a live demo with one of our product specialists at your convenience.
We can learn about your requirements, answer questions, and review ways Brame can help your organization to achieve your goals and engage with your audience.
Please submit your information below and we will be in touch shortly to set up a live demo.
