Institutoptico *
Advertising, Design
Institutoptico is one of the largest national optical groups with more than 170 stores in Portugal and has launched a health plan for its customers. As a result of the GRINGO team’s past experience working in the optical sector, the Institutoptico Group invited us to present a path for the communication of the ambitious health plan project.
* Non-winning creative proposal.
Plan Name
Plano Saúde 360º (360º Health Plan)
Direct, concrete, and concise. The 360º Health Plan presents itself. There are no doubts. We immediately refer to a health plan, and 360º is a concrete and aspirational indicator of its area of operation.
Concept
Life is simple. We don’t need much to be happy.
Health, some money, and the freedom to live the good moments. The 360º Health Plan positions itself just like health insurance, but much simpler. The product stands out for providing enough security to enjoy the best of life.
Health. Savings. Good times. It is in this balance that we position the 360º Health Plan. Because life is really simple.
Tone of Communication
The simple approach extends to the brand’s tone of voice. Short, direct, and light sentences. Lowercase, carefree, and natural. We say exactly what we want to say, without great artifice, stripped of paraphernalia.
The 360º Health Plan presents itself as warm and available, without excesses, creating space for dialogue. We see as much in the void as we hear in the silence.
Key Visual and Graphics
Transparency.
Literal. With this visual approach, we say everything without saying anything. The 360º Health Plan card incorporates the values that we all want to experience in health insurance: transparency, simplicity, and frankness. We apply the Institutoptico blue to maintain identification with the brand, and we introduce a 360º field of vision that symbolizes the vast area of operation of the plan.
Complementary Images
To complement the graphics, we use candid images. Bright family contexts, preferably outdoors.
Intergenerational, single-parent families, and children in their genuine universe. This is the real benefit of the 360º Health Plan, the good times we live to the fullest with those we love most.
When necessary, we create the consumption space of the plan. Opticians, offices, and clinics, where accessible health for the whole family is in the foreground. Minimalist, futuristic images that convey confidence. This is the concrete product of the plan, the security that the less good days have a solution.
With the 360º Health Plan, we are free from worries.
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