Zurich-December 3, 2024 – Helsana, one of Switzerland's leading health and accident insurers, has launched a pioneering digital out-of-home (DOOH) campaign in collaboration with Vistar Media, the leading global provider of technology solutions for out-of-home (OOH) media and the prominent Swiss media agency Mediaschneider. This campaign, built on dynamic, location-based advertising assets, brings a new dimension of personalized, location-specific customer engagement to Swiss public spaces.
The ads in the campaign dynamically adjust to the specific location, displaying the name and distance to the nearest Helsana branch, providing potential customers with relevant information right where they are. The ads are shown in the local language—German, French, or Italian—to maximize clarity and relevance.
With this campaign, Helsana sets new standards in the Swiss market by leveraging programmatic technology and dynamic content adaptation. This centrally controlled and automatically adjusted campaign allows for high efficiency in delivery while reducing the complexity of creating numerous unique ads. This approach not only enhances message relevance but also directly supports the local Helsana branches in their sales efforts.
“With this campaign, we can address our customers directly in their immediate environment, providing them with relevant information about the nearest Helsana branch,” says Martina Piechocinski, Digital Advertising Specialist at Helsana. “The dynamic adaptation of content reduces creative workload and gives us greater flexibility through central control.”
Mediaschneider highlights the benefits of programmatic delivery: “By combining location-based targeting with dynamic optimization of ad content, we create efficient and targeted communication that supports Helsana in achieving its goals,” explains Tarek Al Faiech, Senior Media Consultant at Mediaschneider Zurich.
Vistar Media is also delighted with the successful partnership: “We sincerely thank Mediaschneider and Helsana for their trust in our platform and for the opportunity to jointly implement this dynamic campaign,” says Ravi Ahluwahlia, Country Manager DACH. “Through seamless collaboration - supported by our Creative Studio - we successfully delivered a scalable and efficient solution that enables innovative, location-specific targeting and opens up new possibilities for Helsana in its targeted customer communication.”
The campaign was delivered through Vistar Media’s demand-side platform (DSP), which offers advanced solutions for managing and optimizing dynamic DOOH campaigns, and ran for a total of four weeks starting September 25, 2024.
Campaign Managers:
- Helsana: Martina Piechocinski (Digital Advertising Specialist), Katerina Danilis (Project Lead), Stefanie Korn (Co-Lead Outbound Marketing)
- Mediaschneider Zurich: Tarek Al Faiech (Senior Media Consultant), Dominique Schilling (Senior Media Consultant), Monika Graf (Senior Programmatic Buying Manager)
- Vistar Media: Sedat Altinok (Business Development Director DACH)
