A YouTube series on the quarter-life crisis manages to tackle an issue bothering young adults today in a way that is both entertaining and serious.
01 The goal
Young adults between 20 and 30 have a lot on their minds. Their health insurance is rarely one of those things. But after turning 25, they can no longer avoid the topic: they are then no longer covered by German family insurance and need to get their own insurance. The Techniker Krankenkasse aims to target young adults, in order to raise awareness of health topics and position itself as a relevant health partner for this stage of life.
02 The strategy
The communication by health insurance providers often doesn’t relate to the lived reality of a young target group. They are talked about or talked at, rather than talked to. Our approach: we talk to young people through cool videos, on a topic they can relate to emotionally. On the one hand, the video content offers help from experts and solution approaches to tackle worries rarely discussed with friends or family. On the other hand, there’s an exchange with those affected and testimonials that share the lived reality of the target group.
“This series really helps me deal with my situation.”YouTube user
03 The implementation
Millennials are often stuck in a deep life crisis in their mid-20s – the so-called quarter-life crisis – and are at a loose end. The Techniker Krankenkasse has also identified this crisis as a Generation Y – or rather a Generation Why? – problem. With a six-part video series titled “One quarter of life – the quarter-life crisis”, we target young adults where it hurts and present a topic that matters to them with journalistic integrity and a high entertainment value. A measure of “expertise” and the associated professional jargon mixed with a light touch and contributions from those affected determine the tone of the series. The videos are presented by the Space Frogs, a German comedy duo successful on YouTube. Influencer Rezo talks about his own quarter-life-crisis experiences. Education, career choices and worries about the future are just a few of the topics covered. The episodes aren’t self-contained, but rather always prepare the viewer for the next episode. Editorial contributions on the website tk.de round out the presentation of the Techniker Krankenkasse as the health partner for millennials. The series breaks the classic video mould and relies on a social style – picture–in-picture, wiggle-pics, split-screen battles, borrowing from TikTok and Instagram – that appeals to the target group.
04 The result
The videos strike a nerve. A user comments, “I have never felt that a YouTube video spoke to me like this before” – and gets more than 200 likes.
05 Why it matters
Spontaneous, provocative and sometimes even a little cynical, but always “at eye level”, without talking down to anyone. “One quarter of life – the quarter-life crisis” strikes a nerve in the community – and the Techniker Krankenkasse is part of the conversation!
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