Context
Hospital insurance is widely known, but rarely prioritised.
Often perceived as expensive or unnecessary as long as no incident occurs, the decision to subscribe is frequently postponed. Until the day hospitalisation becomes a concrete reality, for oneself or for a loved one.
Solidaris Brabant wanted to break away from this reactive mindset and reposition Hospimut as an obvious, preventive solution: accessible, transparent and backed by the trust of a leading mutual insurance provider.
Strategic insight
Normalising protection before urgency strikes
People know that hospitalisation is inevitable in the long run, yet remain in a form of denial as long as they are not directly confronted with the risk.
The challenge was therefore not to alarm, but to normalise protection by making the choice simple and rational, before urgency takes over.
Approach
Addressing the inevitable with clarity and reassurance
MOJO Agency developed a clear and confident communication approach that addresses the inevitable without dramatisation.
The core message is straightforward: hospitalisation will happen sooner or later, so it makes sense to be covered in advance.
The tone is direct, human and reassuring. Humour is used sparingly, in service of clarity and credibility. The 3D visuals anchor the campaign in an accessible and memorable universe, avoiding the anxiety-driven codes typical of the sector.
Distribution
A full-funnel, multi-channel deployment at scale
The campaign was rolled out at scale through a three-phase funnel (awareness, consideration and conversion), ensuring strong consistency across channels:
OOH advertising, trams, buses and trambuses, radio spots, digital campaigns on Meta, Google Search, YouTube and Display, as well as a dedicated landing page.
Results
Strong media performance driven by a clear preventive message
The campaign generated 66,371 clicks to the Hospimut landing page, reached 850,000 people and delivered 8.1 million impressions, with a controlled budget of €14,500.
Media performance confirms the effectiveness of the strategy, with an average CPC of €0.21 and a CPM of €1.79, highlighting the relevance of both the strategic and creative approach.
