Rebranding a health insurance company with a focus on Gen Z

Transformation of BKK VBU into mkk – meine krankenkasse

Challenge / Approach

BKK VBU, a former company health insurance fund based in Berlin, wants to grow and move into the future with people from Generation Z. A new positioning and the relaunch of the brand to mark the company's 30th anniversary are intended to accompany this process.

The key challenge: how can BKK VBU become the ideal health insurance provider for Gen Z? How do we develop a brand positioning that not only clearly differentiates itself from the competition in the health market, but also appeals to both the new core target group Gen Z and all existing customers?

Implementation

Our strategic approach is based on the juxtaposition of the inside-out perspective – i.e. the values and strengths that BKK VBU stands for – and the outside-in perspective – the expectations and wishes that the target group has of a health insurance company. Extensive analyses form the starting point: guided interviews, market research, customer surveys, image and competition analyses.

Based on this data, we develop a positioning statement and core story, central elements of brand communication such as core messages and tonality, as well as a new brand name. The creation of a new corporate design including word and picture marks gives the brand a face. BKK VBU becomes: mkk – meine krankenkasse. The rebranding makes the brand and thus the values and attitude of the health insurer clear, simple and quick to grasp.

We are also developing a target group-specific channel and content strategy for all relevant touchpoints and channels along the customer journey.