Founded in 1996, Visana is one of the leading health and accident insurers in Switzerland. As part of the Swiss insurance sector, Visana offers a range of products, from basic insurance to supplementary insurance and accident insurance. This sector is of great importance in Switzerland due to the universal health insurance system, which requires residents to take out basic insurance.
However, in addition to its core services, Visana is also involved in sports, health and wellness for the general population. Visana is proud to sponsor various sporting events, including the “3×3 Basketball Trophy” events. This sponsorship underscores Visana’s commitment not only to providing first-class insurance, but also to fostering an active community in Switzerland.
Despite its commitment to Swiss sports, many Swiss people were unaware of Visana’s sponsorship activities, particularly in the newly Olympic-recognized sport of 3×3 basketball. However, the official launch of the sport at the 2021 Olympics boosted its popularity in Switzerland. Visana saw this as the perfect opportunity to make the Swiss aware of its various sponsorship commitments. With two basketball events on the horizon, including the high-profile “3×3 Trophy” events in March 2023 in the middle of Zurich’s main train station and in August 2023 in Lausanne, Visana wanted to use these events to highlight not only the athletes but also their own commitment to the sport.
The challenge, however, was the question of how Visana could present itself as a sponsor of the event in an innovative and appealing way so that the Visana brand would not only be noticed during the event, but would also remain in the minds of the spectators and encourage them to contemplate using Visana’s comprehensive insurance services in the future.
In response to the challenge Visana faced, the Swiss insurer decided to use gamification. 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 goal of the game was to catch as many basketballs as possible in a basketball net while not collecting any volleyballs.
The basketball dropper not only entertained visitors to the event at Zurich’s main train station, but was also a medium through which Visana showcased its connection to the 3×3 Basketball Trophy events and ensured that it was perceived as a sponsor of the event. To further incentivize participation and engagement with the Visana brand, participants were given the opportunity to win CHF 200 worth of Nike vouchers when the game was played.
The campaign was strategically shared across Visana’s official social media channels and corporate website to ensure maximum visibility and participation. Visana wanted not only to achieve temporary recognition at 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 nudge them to inform themselves about 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, a result that exceeded all expectations. In terms of 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 great way to engage with Visana and the sport of basketball. After this excellent result of 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.
© 2023 Brame AG. All rights reserved.
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.
