BKK VDN is a company health insurance fund and thus a statutory health insurance provider that was originally founded by Vereinigte Deutsche Nickelwerke for its employees and families. Since it was opened up to insured persons from outside the company, BKK VDN has faced increasingly tough competition. In 2025, the management decided to break new ground. In a selection process, BALLEYWASL | UNSTK won the day and developed and implemented a new look for the health insurance company within just a few months. The result and the first measures to attract new members were presented to the Board of Directors at the turn of the year and launched immediately. At the centre of the communication is the repositioning with the claim ‚Very close. Completely you.‘
The new CD emphasises the claim to be close to the changing needs of members and policyholders at every stage of life. Whether starting a career, starting a family or in the middle of life - the numerous benefits and services of the health insurance company are vividly told and presented. A colour code supports the target group approach and provides orientation. Together with a small touch-up of the logo, the new claim, a new visual language and a modern typeface, we have achieved a unique selling point among the many health insurance companies in Germany.
The initial situation: BKK VDN is not visible. There are numerous, highly attractive benefits and motivated, likeable employees that hardly anyone knows. A contradiction to the former claim „Trust through proximity“.
And now? We have developed storylines that tell the stories of people and services. We cast an ambassador who speaks for the BKK VDN and conveys content. We shot, edited, set to music and animated. Our unit UNSTK has taken over Facebook and Instagram and added TikTok. We post and we tell stories. We push with paid to get out of the bubble. We build the community and moderate on all channels. The measurable result: awareness, followers and engagement increase 
. We are on the right track.
Unser Erbe: eine Website und eine App. Beides mit Luft nach oben hinsichtlich Content und Mitgliedergewinnung. Deshalb: zuerst einmal ein wenig Make-up auf das Frontend, damit kein massiver Bruch in der Customer Journey entsteht. Im nächsten Schritt: Optimierung von UX und UI, damit aus den statischen Werkzeugen digitale 24/7 Assistenten entstehen. Das wird noch ein wenig dauern. Also: Stay tuned und folge der BKK VDN auf Social Media. NRW, Hamburg und Sachsen – wir kommen. Langsam aber mit Nachdruck 💪🏼.
Was für ein Glück: wir können auch analog und Print. Fun Fact am Rande: als BALLEYWASL 1989 gegründet wurde, hat Tim Berner am Schweizer Forschungszentrum CERN gerade den Hypertext (HTTP) und das WWW World Wide Web entwickelt. Spaß beiseite: das Design-Team von BALLEYWASL | UNSTK hat die Verkaufsliteratur ordentlich aufgehübscht. Neue Bilder, neue Typo, mehr Farbe, neues Layout. Jetzt passen Broschüre und Flyer zum Gesamtbild. Et voilà 👍🏻.
In technical jargon: identifying, evaluating and exploiting business opportunities. This is what we are doing in the area of occupational health management (BGM) and profiling the BKK VDN as an expert and partner for companies. The event format is recharged, attractive and modular event equipment is designed and produced and an acquisition guide for the BGM team is developed. The aim: access to employees, awareness of the BKK VDN and its services, collecting contacts via a funnel system, directing them to the back office, finalising membership applications. A well thought-out sales process with the side effect of fulfilling a legal requirement.
Eine kleine, regional geöffnete Krankenkasse hat nicht das Budget für die große Filmproduktion. Kein Problem, denn wir können auch mit bescheidenen Mitteln großartigen Content produzieren. Und das läuft wie so oft: zuerst einmal Vorbehalte und die Frage: muss ich vor die Kamera 🤔? Dann die Erkenntnis: es hat ja gar nicht weh getan 😉. Und last but not least die Begeisterung: guck mal, ich bin jetzt auf Instagram 😀. Danke an das Team der BKK VDN für den Mut und das Mitmachen. You guys are great!
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