2018 // @ ARTPLAN RJ
Background:
In 2018, Amil, a Brazilian health insurance company, completed 40 years of activities and it needed to start talking about difficult subjects, like the excessive way the people usually use the insurance’s service, which disturbs the ones who really need the assistance.
Insight:
Since the subject was polemic, we needed to talk about it in a more casual and fun way to bring delicacy to the topic. Beyond that, it was important to prepare a crisis management to respond the negative comments that could come.
Idea:
We created a 360º campaign that was composed by one hero video about the 40 years of activities, that already started with the tough talk, and 3 fun videos with analogies about the current health insurance situation. The campaign also had a crisis management plan that was based on responding to negative comments with videos of Amil’s own professionals.
My part:
I took part at the creation of the fun videos’ main idea, and the social media strategy. Furthermore, I was responsible for the crisis management, being allocated to client’s buildings and hospitals in order to write all the professionals’ scripts that would respond to the negative comments in real time.
Results:
• Most of the comments after the crisis management were positive.
• We had more than 100 reply videos published on Facebook.