KPT – HIKING

Swiss health insurance company KPT (“the health insurance with a plus”) uses their guiding principle \"give more\" in all of their communication.

In order to ensure brand recognition, the campaign and core message are based on the health insurer’s guiding principle “give more”, and have been extended with the new umbrella theme \"hiking\".

This new theme is authentic, inclusive and appealing to consumers, since hiking belongs to one of the most popular leisure activities in Switzerland. 80% of people over 20 enjoy exploring the great outdoors at least 1 to 3 times a month. What used to be considered boring and outdated among young generations is now enjoyable, mindful and highly desirable.

The campaign’s main objective was to activate target groups with the umbrella theme \"hiking\" and generate new sales leads. The campaign succeeded to maintain brand awareness in the target audience, further build brand trust and help prospects to become happy KPT customers.