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Development of a concept tailored to your needs
The Paper
Client:
Unlocking 4x More App Downloads
How Interactive Paper Tap Transformed Helsana's Strategy
The challenge
Helsana faced a challenge common to many organizations: engaging an existing customer base with new digital tools. While Helsana’s clients were loyal to their insurance services, they had yet to fully embrace the Helsana Plus app, which offered multiple benefits, including tracking health activities and improving insurance scores.
The key question was: how could Helsana encourage their customers to download and use the app in a compelling, efficient way? Traditional marketing methods weren't delivering the desired results. Helsana needed an innovative solution that would engage customers directly, prompt immediate action, and maximize conversion.
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The solution
Interactive Paper provided Helsana with an exciting solution by combining tactile direct mail with cutting-edge technology. Together, they designed a campaign distributed via Swiss Post, incorporating an ABC test to determine the most effective approach:
Interactive Paper Tap
With just a tap of their smartphones, recipients were directed to the Helsana Plus app, where they could engage with an immersive 3D experience and earn up to 300 Swiss francs by signing up and participating in health-tracking activities.
Interactive Paper Scan
A similar experience was offered through a scannable QR code, directing users to the app in an interactive manner.
Traditional Direct Mail
A standard letter was included to see how a traditional approach compared to the interactive formats.
A short, engaging video that immerses the audience in the interactive features of the Helsana Plus app and the unique digital health universe offered by Helsana.
An augmented reality experience of the Helsana Plus app: The design features a vertical 3D visualization of the app's functions that adjusts according to the surrounding light conditions for a more authentic experience.
Arriving on the Helsana Plus app download page allows customers to directly download the app and become more familiar with its digital interface.
Do you also want to reshape the future of marketing?
The success
The results of the ABC test were extraordinary, especially for the Interactive Paper Tap:
Traditional Letter: 8% response rate – a decent result for direct mail but lacking the engagement potential of interactive elements.
Interactive Paper Scan: 17% response rate – the addition of a QR code enhanced engagement and led to a significant increase in app downloads.
Interactive Paper Tap (NFC): 32% response rate – by far the most effective method, demonstrating the power of NFC technology to create seamless, interactive experiences that drove customer action.
Interactive Paper Tap has redefined direct mail marketing for Helsana. With a response rate of 32%, the Helsana Plus campaign showcased the potential of blending physical and digital experiences. This success story demonstrates that Interactive Paper is a game-changer for companies looking to boost customer engagement in a highly competitive digital landscape.
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The solution
Interactive Paper provided Helsana with an exciting solution by combining tactile direct mail with cutting-edge technology. Together, they designed a campaign distributed via Swiss Post, incorporating an ABC test to determine the most effective approach:
Interactive Paper Tap
With just a tap of their smartphones, recipients were directed to the Helsana Plus app, where they could engage with an immersive 3D experience and earn up to 300 Swiss francs by signing up and participating in health-tracking activities.
Interactive Paper Scan
A similar experience was offered through a scannable QR code, directing users to the app in an interactive manner.
Traditional Direct Mail
A standard letter was included to see how a traditional approach compared to the interactive formats.