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Poster Performance Index shows that ÖKK is reaping the rewards for its perseverance
Since 2008, health insurer ÖKK has been regularly using posters in German-speaking Switzerland and Ticino with growing success. APG|SGA poster research shows that within five years the recall value for the ÖKK poster campaign has doubled, and seven times as many people associate it with the correct brand.
For a few years, ÖKK has been advertising regularly with striking posters which humorously show "illnesses" that don't exist. The basic design, a distinctive cartoon style, has remained the same, but the content has changed with more new poster subjects getting to the core of the strengths and customer benefits of ÖKK in a light-hearted way. It has covered topics such as "Nix-Sehitis" (see nothing-itis) (2008), "Heisse-Luftitis" (hot air-itis) (2009), "Anlügitis" (liar-itis) and "Nix-Zuhöritis" (not listening-itis) (2010), and "Kleingedrucktitis" (small print-itis) (2011) and "Papierkriegitis" (red tape-itis) (2012).
Clearly above average
This campaign is bearing fruit. APG|SGA's Market Research has been providing support for the poster campaign by surveying recall, brand recognition and appeal. (PPI Poster Performance Index long-term poster advertising study). The trend in the results is clear: at the start of 2008, around one third of people surveyed could recall the campaign – five years later, over 60% of people could. ÖKK is clearly well above the PPI average performances for poster campaigns surveyed in the area of health insurance.
Brand more firmly rooted
The brand name is now also more firmly rooted. Whereas previously 4% of those surveyed could identify the brand correctly, 28% of people could correctly identify ÖKK as the brand at the end of 2012. This noticeable increase in effectiveness is down to a regular poster presence in the same format on the one hand, and the continuous expansion of ÖKK's offering on the other. Venanzi Vincenz, Head of Marketing Communication at ÖKK, says: "In the highly competitive market of health insurance, ÖKK has developed a stable position in the last few years. This is also reflected in the positive trend in the advertising effectiveness of our poster campaign."
Contact
Christof Hotz, Head of Market Research, APG|SGA
Giesshübelstrasse 4, CH-8045 Zurich, Switzerland, tel. +41 58 220 78 45, christof.hotz@apgsga.ch
Information
www.apgsga.ch/ppi
About the company
APG|SGA Allgemeine Plakatgesellschaft AG is Switzerland’s leading outdoor advertising company. Specializing in digital and analogue posters at busy locations on the street, in train stations, in shopping centres and at points of interest, APG|SGA and its associated segment brands Airport, Mega Poster, Mountain and Traffic cover all areas of out-of-home advertising, representing quality and tradition combined with innovation. Over 550 employees ensure a lasting impression when communicating with their customers, the authorities and the advertising industry. They manage poster spaces and displays throughout Switzerland with great care, environmental responsibility and precision.
