8 — 10

The Ultrawearables

Die Techniker Reimagines Healthcare for Tech Minds — A Multi-Channel Campaign

In Germany, public health insurance options often appear indistinguishable to potential members. To address this challenge, premium provider "Die Techniker - TK" embarked on a brand revitalization. This initiative included a refreshed corporate identity and an integrated image campaign designed to resonate with their core audience.

Reaching Tech-Savvy Professionals

While JvM spearheaded the campaign's print and TV elements, our agency was tasked with extending the message across all online channels. Our specific focus was on engaging with technicians, engineers, scientists, and academics. The core message? Our bodies are remarkable feats of bioengineering, deserving of the most advanced healthcare solutions.

Humanizing Technology with a Powerful Tagline

Die Techniker's revitalized brand identity celebrates the human body as the ultimate piece of technology. Our campaign amplified this concept with the tagline: "Because the best technology is human." This tagline serves as a powerful anchor, effectively communicating the brand's focus on fostering optimal human health.

Agency

Elbkind Reply

Client

TK health insurance

Role

Creative Director

The Creative Idea

Building upon the powerful tagline "The best technology is human," Die Techniker's campaign employed a unique concept: “The Ultrawearables" These weren't physical products, but a thought-provoking exploration designed to remind the target audience – tech-savvy professionals – of the incredible technology they already possess: their own bodies.

The campaign centred on three key areas: the brain, the ear, and the hand. Each area was paired with a corresponding "Ultrawearable":

The Supercomputer: This concept highlighted the brain's astonishing processing power, capable of performing an estimated 10 billion computations per second.

The Super Microphone: Drawing attention to the human ear's remarkable range, it surpassed the limitations of conventional microphones, detecting a sound spectrum from 16 to 16,000 Hz.

The Supertool: This concept celebrated the versatility and adaptability of the human hand, a tool unmatched by any external technology.

Unveiling the Super Microphone

To amplify the campaign's message and engage a tech-savvy audience, Die Techniker collaborated with Cheng Loew, a popular YouTube influencer. He received a specially designed box, sparking curiosity by hinting at a new "Ultrawearable" product. However, the unboxing video revealed a surprising twist. Instead of a conventional tech gadget, the box contained a mirror, prompting the influencer to embark on a "supersonic adventure" – a series of activities showcasing the incredible capabilities of the human ear (the Super Microphone) in real-world scenarios.

Die Techniker's Instagram Takeover

Die Techniker leveraged a strategic influencer takeover on their Instagram channel to amplify their "Ultrawearables" campaign. Several social media personalities, known for their tech expertise and active lifestyles, participated in the takeover.

Engaging Content: Highlighting the Human Advantage

These influencers didn't showcase new tech gadgets. Instead, they focused on the incredible capabilities of the human body – the ultimate "Ultrawearable." Through captivating content and daily activities, they demonstrated how our bodies enable us to experience, enjoy, and achieve extraordinary things.

Expanding the Narrative: In-House Content

Beyond the print campaign and Instagram takeover, Die Techniker further bolstered the "Ultrawearables" concept with a series of three in-house produced animations. These engaging animations explored the functionalities of the body's "Ultrawearables":

The Super Microphone Reimagined: This animation envisioned an ear constructed entirely from DJ equipment, playfully highlighting the ear's remarkable ability to distinguish various sounds.

The Supertool in Action: Showcasing the incredible versatility of the human hand, the animation featured a hand interacting with a variety of everyday objects – objects we rely upon due to the hand's unique dexterity.

Demystifying the Brain: This animation presented a creative visualisation of the left and right brain hemispheres, constructed from common objects. It sparked curiosity about the brain's specialised functions (the Supercomputer).

These animations, entirely produced in-house, added another engaging layer to the campaign, further solidifying the concept of the human body as the ultimate "Ultrawearable."

Interactive Exploration: Unveiling the Body's "Tech Specs"

The campaign culminated in a dedicated microsite, serving as a digital hub for users to delve deeper into the concept of the human body as the ultimate "Ultrawearable."
Immersive Storytelling with CGI

Utilising innovative CGI morphing visuals, the microsite offered an interactive user experience. As users scrolled, the visuals dynamically transformed, revealing the technical marvels of the hands (Supertool), ears (Super Microphone), and brain (Supercomputer).

Wearable Tech Redefined

Each section of the microsite presented these body parts not as biological structures, but as cutting-edge wearable products. This innovative approach reinforced the campaign's central message and provided users with a fresh perspective on the body's remarkable capabilities.