Summary

Our goal is to increase the share of new users in younger age groups (18+) and thus balance the existing portfolio of insured persons (55+). We also wish to strengthen citizens’ awareness of the need for supplementary health insurance and encourage them to take action now by investing in their health from an early age, ensuring timely coverage for their future. By promoting the supplementary health insurance policy of the Croatian Health Insurance Institute, we are aiming to increase interest in contracting policies.

Challenge

To create TV, radio spots, attractive key visuals, and web bannera for the Croatian Institute for Health Insurance’s (DZO) supplementary health insurance campaign, with the aim of clear, recognizable, and emotionally convincing communication to users. The focus was on a fresh concept, a clear message, and maximum reach.

Solution

With HZZO supplementary health insurance, I feel better, safer, and more carefree, as if I were looking at the world through “orange glasses”. With this motif, we visually present the experience that DZO brings to users. We take the recognizable metaphor of “looking at the world through rose-colored glasses”, which symbolizes optimism and ease, and turn it into our own, authentic story: optimism gets an orange hue, the color of the HZZO card and insurance. In the video, we use advanced AI technology to showcase a wide range of real, everyday situations where people need support. Through these scenes, HZZO positions itself as a reliable partner in health, not as someone who sells insurance, but as a system that provides peace, security, and a sense of protection exactly when it matters most. AI helps us visually and emotionally emphasize this accessibility and proximity, creating a story that is modern, empathetic, and easily recognizable to every user.