The app was downloadable for free from the website, the App Store and Play Store. We used owned media to draw existing clients to the app. Radio and online (targeted for context and interests) created awareness in the wider public. Billboards near border crossings and Schiphol check-ins further increased the app’s scope and impact. Online seeding brought considerable free publicity.

We trained a team of medical experts to chat live with holidaymakers and provide medical advice. The use of pictures and text instead of voice proved extremely helpful for the experts to give them an instant understanding of the situation.

The campaign site was visited 200,000 times. The app was actively used with 45,000 downloads, 35,000 messages, a #2 rating in the App Store and a #1 in the Health & Fitness category, all within just 6 weeks.

We have helped 5,000 travellers in 194 countries with medical advice, and have succeeded in substantiating our claim to provide ‘advice and assistance’. For the first time, Zilveren Kruis has generated a 2% increase on all three brand parameters. In addition, it sold 6% more travel insurance policies during this summer season than in the preceding year.

With this app we introduced a new mobile service that is capable of relieving travellers’ stress about health issues. Impossible before, now this service has become available 24/7 to all Dutch holidaymakers. A carefree holiday experience for all, with medical advice close at hand.