CM

Our strategy was threefold.

One: focus. Rather than listing every type of cover, we picked the two that go to the heart of the dental insurance and where the need is most tangible: orthodontics and implants. These treatments can quickly cost hundreds or even thousands of euros, and people often know well in advance that they’re coming.

Two: positioning. We presented the insurance for what it is: an exclusive member benefit. Not a product that sits alongside CM, but extra financial security on top of a whole ecosystem of benefits.

Three, and most importantly: feeling. The campaign didn’t just have to say ‘Feel free to live’, it had to make people feel it. So, we asked ourselves what ‘Feel free to live’ means for this particular product.

For teeth, the answer is simple: a smile. But you won’t be smiling if you’re lying awake over a hefty dentist’s bill. So instead, we show people who don’t have to give the bill a second thought. That leaves room for the things you’re actually allowed to fuss about.

Like Fien, who’s getting a brace and has only one thing on her mind: the colour of her elastics. Yellow, for her football club? Or Anderlecht purple, because her dad’s a fan? Not a word about the bill. And then there’s Mia, whose only complaint after her implant is aching jaw muscles. Not from the procedure, but from all the smiling.

Small, everyday moments about anything but money. The humour is in keeping with the platform: never at people’s expense, always as a sign that they can feel at ease. The sign-off ties it all together nicely: Feel free to live, with CM’s new dental insurance. It reimburses orthodontics, implants and dentures up to 3,300 euros a year. Exclusively for CM members.

The campaign runs from mid-September to mid-November, deliberately timed alongside the ‘Feel free to live’ brand campaign. That way, brand and product reinforce each other rather than compete.

Fien and Mia come to life in online video, radio and display. On top of that, there are direct mailings to members, influencer content on social media and an always-on layer covering the entire funnel, from first awareness to premium calculation.

The results aren’t in yet, but one thing is already clear: with this campaign, ‘Feel free to live’ proves it’s more than just an image platform.