CM

With 4.5 million members, CM is the largest health fund in the country. You’ll find those members in every layer of society. Our campaign therefore had to be widely applicable and instantly understandable. We chose a broad media mix and a concept built around recognisable situations where unreachability becomes a real issue. Like that itchy spot under your cast, or those shoelaces you can’t tie because your pregnant belly is in the way.

We brought this concept to life in online videos, radio spots, digital billboards and a direct mailing. That way, we could engage all our different sub-target groups. We even installed a phone box in Flanders’ very own Bermuda Triangle: a region in Flemish Brabant notorious for its terrible mobile reception. But thanks to the CM phone box, you could get straight through to a CM adviser. A striking stunt with serious stopping power and plenty of PR value.