Established in 1996, Visana is one of Switzerland’s best-known health and accident insurance providers. Operating within the Swiss insurance landscape, Visana delivers various offerings, ranging from primary coverage to additional insurance and accident protection. The industry holds significant importance in Switzerland, given the country’s mandatory health insurance policy that requires Swiss residents to have basic health insurance coverage.
Until they turn 18 years old and are officially adults, children are insured under their parents’ health insurance. Visana, however, wants to ensure that these potential future customers are aware of the importance of health insurance and the general topic of health and well-being.
Engaging the younger demographic has become increasingly challenging for Visana. Today’s youth are continually flooded with information on their social media platforms and email accounts, making it difficult to capture and sustain their attention. The true challenge lies not just in attracting their attention, but also in retaining their focus and encouraging them to engage with educational content amidst the digital noise.
To reach its goal to capture the younger generation’s attention and educate them about the importance of health and the respective insurance, Visana utilized gamification to create a knowledge-based game to educate young adults about such topics in a playful way.
Through targeted mailings, the younger audience was invited to prove their knowledge in an interactive swipe quiz format. By leveraging the innate human drive to showcase one’s abilities and winning a challenge, and further enticing them with appealing prizes that could be won upon completing the game, Visana managed to capture and maintain the attention of the younger target groups.
Gamification not only offered a fun and engaging method to educate players about important health-related topics but also encouraged participants to willingly provide their contact information in return for the chance of winning a prize.
Using gamification as a strategic tool, Visana masterfully achieved a threefold objective. First, they successfully drew the attention of the younger target group – a demographic seen as crucial potential future customers. Second, this approach allowed them to educate this group on important health-related subjects in a playful yet impactful manner. Lastly, the campaign became an efficient way to collect essential lead data.
Coupled with the impressive opening and engagement statistics, including the response and mailing opening rates of over 50%, and the fact that over 80% of those who engaged with the mailings went on to complete the game and leave their lead, Visana’s initiative underscores the potential of interactive campaigns.
Furthermore, this dynamic effort resulted in a fivefold increase in visits compared to traditional static marketing campaigns, highlighting the efficacy of their strategy.
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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.
