THE RECIPE FOR HEALTH

Reale Mutua’s first fully digital&social campaign that targets a younger, evolved target audience with an educational-inspired project that presents the RealmenteInSalute DayByDay product using an unusual health-cooking parallelism.

Context

Insurance that talks to you as you eat

The initial request, to create educational content with regard to the branded health product, turned into a full-fledged communication campaign as it progressed. How? By starting from the desire to simplify the target language by speaking – precisely – how to eat and to transfer important product features in an immediate and accessible way.

Year

2023

What we did

2 SPOT CTV 15” – 4 REEL 60”

CHALLENGE

Choosing the right ingredients

The creative idea is based on a parallelism-ironic and effective-between cooking and health.
More than ever, therefore, the choice of the right ingredients was crucial:

2 chefs and food creators much loved and followed by the target audience – Federico Fusca and Ruben Bondì.
Different formats to highlight product pluses in a light and engaging way.
Metaphorical but very precise storytelling to make even the dreaded information set more accessible.

Solution

A menu that feels good

Federico and Ruben have “prepared” for Reale Mutua a very special menu that allows those who choose it to take complete and effective care of their health, taking advantage of fast and accurate products and services. In the various items, in fact, they tell us what RealmenteInSalute DayByDay puts on the table to ensure well-being, protection and care day after day.

Execution

Welcome to the kitchen!

To narrate the Recipe of Health, the location could only be a kitchen.
Pots, lids, knives and colorful raw materials were the creative elements to build fun and pressing metaphors about the product’s main services: home care, specialized video consultations, per diem for hospitalization, medical expense reimbursement.

Presenting the Recipe, a Ruben and Francesco in great form who addressed the user in a colloquial and direct manner, made unmistakable by their characteristic dialectal inflections.

Results