Zmenpoistovnu.sk

We built the campaign on pain points. For every health insurer, we found what its clients were actually unhappy with, then showed them the insurer where that exact problem is solved.

Then we played on emotion. The ads told real-life stories of people who didn't get the treatment they needed because they were with the wrong insurer, and would have got it with another one. With enough of those stories, we built an audience that cared.

We went into the conversation too. Our community manager ran guerrilla marketing in Facebook groups and joined the discussions about healthcare in Slovakia, and every thread led to one step: go to the website and compare.

We change the strategy every year. In 2026 we went into influencer marketing: more than 30 influencers promoted Zmenpoistovnu.sk, Eva Máziková among them.

We built everything in parallel: the brand, the Webflow website, social, PR and performance campaigns. Then a TV spot, backed by Smart TV placements on YouTube to reach people who no longer watch linear TV.

Every channel pointed to the same simple promise, and we followed it all the way down to cost per click and ROI, so we always knew which channel was pulling its weight.

The campaign also ran on Smart TV placements via YouTube: video ads on Smart TV devices as a strong equivalent to linear TV. Combining Smart TV with mobile placements delivered maximum incremental reach.

The TV spot ran for 3 days and reached 5 million people.