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As part of its ongoing commitment to adapt to the evolving needs of its members, Mutualité Chrétienne (MC) launched Medi +, a new complementary health insurance designed to offer more care, more reimbursements, and more coverage.

We developed the launch campaign around a clear and compelling idea: “L'assurance santé qui couvre plus”. Playing on the double meaning in French — because Medi + covers more types of care, and covers them better. More services, more reimbursements, more peace of mind.

To bring this concept of abundance and extended care to life, we launched it on a number of key touchpoints: TV, OLV, digital, OOH, print, and CRM. The creative concept also worked well visually with the idea of the infinite addition from childhood, echoing the “+”.

The campaign stays true to MC’s unique tone of voice: inclusive, optimistic, and supportive, reinforcing its position as a trusted health partner at every stage of life. Medi + isn’t just another insurance product — it’s a modern, meaningful response to the growing expectations of Belgians for flexible and more complete health coverage.

Pssst: the campaign is still ongoing and already a commercial success — we’ll be back soon with the numbers!