Background
Quality healthcare access for all
Solidaris Brabant health insurance advocates access to quality healthcare for all. Beyond healthcare coverage, it defends social justice, supports preventive health initiatives and promotes well-being for all. Solidaris Brabant believes in the power of collective action and strives to make a tangible difference to the lives of its members and the wider community.
MOJO Agency has partnered with Solidaris Brabant to develop their new large-scale awareness campaign.
Challenge
The activist and socially engaged health insurance
The main aim of the campaign was to help Solidaris Brabant improve its visibility and continue to increase the number of its members. The main challenge was to come up with a disruptive campaign concept to position Solidaris Brabant in the insurance market and help the organization stand out from the competition, while simultaneously highlighting its solidarity-rooted identity.
Challenge
What if solidarity were the most natural form of protection?
In a neoliberal world driven by hyper-individualism, we wanted to emphasise the vital importance of solidarity in guaranteeing access to quality healthcare for all. Solidaris Brabant fights this battle on a daily basis. Convinced that everyone deserves the same opportunities, Solidaris Brabant calls on all its members to join forces and share their resources to protect each other.
We built the entire campaign around the key concept of ‘Mutual Protection’, incarnated by emperor penguins who have the particularity of getting together to naturally protect the weakest members of the group.
A campaign rolled out across traditional and digital media with:
° A TV advert on regional channels (BRUZZ – Vlaams-Brusselse Media, BX1, RING TV and ROB TV)
Click here to view the full spot.
° Public billboards (JCDecaux and Clear Channel + STIB-MIVB / T3000)
° and on social networks (Instagram, Facebook, TikTok)
Results
In 2024, we launched two 6-week 360° campaigns (social media, TV, tram, (D)OOH, YouTube, Google Ads…). The second wave’s digital campaign reached over 490,000 people in Brussels and Flemish Brabant, generating 2.25 million impressions with a budget of only €2,730. Thanks to precise targeting and tailored formats (videos, banners, search ads), we drove over 12,000 clicks to the website at a highly competitive cost-per-click of €0.22.
The campaign significantly boosted overall site traffic. Women aged 25 to 44 were the most responsive, particularly on mobile. YouTube performance was excellent, with 74% of viewers watching the video to the end despite it being skippable. The updated campaign structure delivered stronger results, with a 47% increase in traffic from Google Ads compared to the previous year. The outcome: more qualified traffic and better session quality than organic.
« We worked with MOJO Agency for our awareness campaign, and we’re highly satisfied with the result. Their team was able to combine creativity and responsiveness, with rigorous monitoring throughout the project. A special mention goes to their account manager, whose availability, attentiveness and proactivity greatly facilitated the collaboration and ensured that the campaign ran smoothly. Thank you to the whole team for their professionalism and efficiency! »
TABITHA APILA, DIGITAL MARKETEER – Solidaris Brabant
