Make health insurance interesting enough to stop the scroll. Two offers, two audiences, around thirty static ad concepts.
A project done in collaboration with Agence Short for its client Nostrum Care. A team handles strategy and messaging; I come in at the end of the process, as the designer who creates and produces the visuals.
Nobody wants to hear about health insurance. The topic feels technical, the offers all look alike and the feed is saturated. The challenge: find, for each audience, a concrete reason to stop, then say it in one sentence.
A real health plan that also covers wellness: therapy, osteopathy, nutritionists and 40+ alternative therapies. The message: what other plans leave you to pay for, this one covers.
"The health plan that makes you shine." Dental, hearing, physical therapy, alternative therapies: broad coverage for active seniors. The message: getting older is no reason to give anything up.
Rather than ten variations of the same visual, concepts that each pull a different lever. We run them side by side and the data tells us which one works. Here are four families.
A notification, a note, an article: the format looks like content, not advertising. People read it before realizing it's an ad.
Put the offer next to "a standard health plan": the difference shows in two seconds, without reading the details.
"€38/month" means nothing to anyone. A receipt, a reimbursed session or a tax deduction does.
Hands, faces, handwriting: social proof lands better when it looks real, and the brand even owns up to what it isn't.
Each concept comes in up to nine copy variants. The visual stays the same and only the hook changes, so we know exactly which argument gets the click. Try it:
The angle: the amount. €475 a year, in huge type.
Every concept is delivered in square for the feed and 9:16 for stories and reels. Not just a crop: the layout is reworked so the message stays clear of the areas covered by the interface.
For people over 55, we drop the cliché of the retiree puttering in the garden. Real people, sports, humor, and the numbers that matter at that age (dental up to €1,500/year) in huge type.
A library of test-ready ads: each concept comes with several hooks in two formats, so the acquisition team can launch, compare and keep what works.