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The Paper
Client:
Enhancing App Engagement Through Interactive Paper Tap:
Helsana’s Success with NFC-Powered Direct Mail
5400+
total users
32.5%
usage rate
1.3 min
per unique usage
The challenge
Helsana faced a challenge common to many organizations: engaging an existing customer base with digital tools. While Helsana’s clients were loyal to their insurance services, they had yet to fully embrace the Helsana Plus app, which offered multiple benefits such as the reward of sport and exercise in everyday life.
The key question was: how could Helsana encourage more customers to download and use the app in a compelling, efficient way? Helsana also asked themselves which channels their customers preferred to receive information through and explored new ways to interact with them. Helsana wanted to try an innovative solution that would engage customers directly, prompt immediate action, and maximize conversion. Additionally, Helsana was looking for a marketing measure to promote their “double points for registration or referral of the app” campaign in August.
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The solution
Interactive Paper provided Helsana with an exciting solution by combining tactile direct mail with cutting-edge technology. Together, they designed a campaign distributed via Swiss Post, incorporating an ABC test to determine the most effective approach:
Interactive Paper Tap
With just a tap of their smartphones, recipients were directed to an immersive 3D experience that showcased the advantages of the Helsana Plus app and its reward system (Plus points) in a visually engaging way. After exploring the benefits in 3D, users were then led to download the app and participate in health-tracking activities.
Interactive Paper Scan
A similar experience was offered through a scannable QR code, directing users to the app in an interactive manner.
Traditional Direct Mail
A standard letter was included, featuring a QR code that directed recipients to the app store for downloading the Helsana Plus app, to see how this traditional approach compared to the interactive formats.
A short, engaging video that immerses the audience in the interactive features of the Helsana Plus app and the unique digital health universe offered by Helsana.
An augmented reality experience of the Helsana Plus app: The design features a vertical 3D visualization of the app's functions that adjusts according to the surrounding light conditions for a more authentic experience.
Arriving on the Helsana Plus app download page allows customers to directly download the app and become more familiar with its digital interface.
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The success
The results of the ABC test were extraordinary, especially for the Interactive Paper Tap:
Traditional Letter: 5,4% Click-through rate – a decent result for direct mail but lacking the engagement potential of interactive elements.
Interactive Paper Scan: 17% usage rate and a Click-through rate of 7% – the addition of a QR code enhanced engagement and led to a significant increase in app downloads.
Interactive Paper Tap (NFC): 32% usage rate and Click-through rate of 12% – by far the most effective method, demonstrating the power of NFC technology to create seamless, interactive experiences that drove customer action.
Interactive Paper Tap has introduced a new and additional path for direct mail marketing at Helsana. With a usage rate of 32%, the Helsana Plus campaign showcased the potential of blending physical and digital experiences. This success story demonstrates that Interactive Paper can be a valuable tool for companies looking to boost customer engagement in a competitive digital landscape.
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The solution
Interactive Paper provided Helsana with an exciting solution by combining tactile direct mail with cutting-edge technology. Together, they designed a campaign distributed via Swiss Post, incorporating an ABC test to determine the most effective approach:
Interactive Paper Tap
With just a tap of their smartphones, recipients were directed to an immersive 3D experience that showcased the advantages of the Helsana Plus app and its reward system (Plus points) in a visually engaging way. After exploring the benefits in 3D, users were then led to download the app and participate in health-tracking activities.
Interactive Paper Scan
A similar experience was offered through a scannable QR code, directing users to the app in an interactive manner.
Traditional Direct Mail
A standard letter was included, featuring a QR code that directed recipients to the app store for downloading the Helsana Plus app, to see how this traditional approach compared to the interactive formats.