Zilveren Kruis
To reach Gen Z during the Dutch health insurance switch period and make a positive impact, Zilveren Kruis launched a mindful media campaign on Snapchat using full-screen video and sequential messaging. The brand drove 6.18M impressions and significantly outperformed awareness benchmarks.
Every year in the Netherlands, health insurance providers scramble for attention during the country’s regulated switch period. Zilveren Kruis, a leading health insurer with a heart for purpose-driven messaging, wanted to connect with Gen Z through a campaign that felt relevant and socially conscious. Zilveren Kruis set out to address a growing societal concern: the impact of excessive social media use on mental health.
The brand’s “Social Minderen” campaign invited young people to reflect on their digital habits in a way that was relatable, light-hearted, and rooted in real-life experiences. By linking health to broader cultural conversations, Zilveren Kruis positioned itself as a brand that understands the pressures young people face—and actively supports their well-being beyond just insurance.
To break through the noise, the team created a multi-product campaign on Snapchat that spoke Gen Z’s language — quick, visual, mobile-first storytelling. And rather than pushing policy jargon, the company leaned into something Gen Z actually cares about: media mindfulness. The message? Pause. Breathe. Be intentional about your social feed.
Using a mix of engaging, full-screen video formats — including Snap Ads, Commercials, and a First Commercial Takeover — Zilveren Kruis created a campaign that stopped thumbs mid-scroll.
Together, these formats created a "surround sound" effect that made their message hard to miss:
6.18M Impressions at a low €4.92 CPM 1
+31pt Lift in Ad Awareness (vs. +9pt benchmark) 2
+5pt Lift in Message Awareness (vs. +2pt benchmark) 2
Zilveren Kruis sparked a conversation Gen Z actually wanted to have, all by showing up where they already are with a message worth hearing. When you lead with purpose and meet Gen Z on their turf, even health insurance can feel like a vibe.
