Komm mal CLARK — a digital out-of-home screen in an airport showing an over-protected traveller and the line 'Du bist mit der falschen Versicherung unterwegs? Komm mal CLARK.'
CLARK · Q1 2022 Brand Campaign

Komm mal CLARK

CLARK's Q1 brand campaign — the nationwide follow-up to Mehr Durchblick, built around one disarming line and run across TV, out-of-home and social.

Company
CLARK
Sector
Insurtech · Brand Campaign · 2022
Role
Brand Design Lead
Scope
Idea · TVC · OOH · Social · Production
Context
Once Mehr Durchblick had done its job, CLARK needed a line that did more than explain — one that invited people in. Komm mal CLARK: a play on the German “komm mal klar” (get it sorted), turned into a brand's open invitation.

Komm mal CLARK.

Clear and unmistakably to the point. Inviting, with an explicit call to action. Liberating and solution-oriented — like the customers we were talking to.

#KOMMCLARK
The Campaign

A Handover,
Not a Hard Cut

The campaign launched as a deliberate handover from Mehr Durchblick rather than a hard reset. A first in-house performance spot bridged the two ideas on 27 December — bye bye Durchblick, hello Komm mal CLARK — timed so the full campaign rolled out through January, insurance's busiest season, when Germans review and switch their policies. TV, out-of-home and social ran as one system.

The goal was simple: create awareness and relevance by showing people — with a wink — why it pays to actually get properly insured with CLARK. The target was the “pinpoint customer”: independence-driven, curious and tech-forward.

Creative

Four Stories,
One Punchline

One comic mechanic across the spots: a “hero” who is wildly over- or wrongly-insured, and a single line that sorts it out — Komm mal CLARK. Produced in partnership with Jung von Matt Spree as 20″, 10″ and 6″ cuts for TV, YouTube and social.

Dentist. Our hero faces three identical dentists — “Not sure which dental top-up you actually need? Komm mal CLARK.”
Security. A traveller so over-protected he seizes up at check-in — “Travelling with the wrong life insurance? Komm mal CLARK.”
Bicycle. A gold-plated, diamond-studded bike — “Insured your bike like it's made of pure gold? Komm mal CLARK.”

Plus a transition spot. An animated in-house film bridged the two campaigns to open the rollout — bye bye Durchblick, hello Komm mal CLARK.

Out of Home & Social

One Idea,
Every Channel

The line scaled across the quarter — DOOH and billboards in transit hubs, digital banners, and a run of paid and organic social built for the feed. Same voice, same wink, tuned to each format.

Komm mal CLARK key visual — 'Komm mal CLARK. Und manage alle deine Versicherungen easy per App' with the CLARK app on a phone
Master key visual. Komm mal CLARK — manage all your insurance easily in the app.
Komm mal CLARK social post — 'Du hast Versicherungslücken? Komm mal CLARK.'
Komm mal CLARK social post — bike insurance, 'Du hast dein Fahrrad versichert, als wäre es aus purem Gold?'
Komm mal CLARK promotional post — up to 150€ Amazon voucher via the CLARK app

Deliverables. 4×20″ and 4×10″ TV commercials plus 6″ YouTube bumpers, cut for TV, YouTube and social; out-of-home, DOOH and digital banners; paid and organic social — rolled out across channels in Q1.

Credits. Komm mal CLARK was created by CLARK's in-house brand & design team in partnership with Jung von Matt Spree. Creative Director: Yulia Rodionova. Brand Director: Tahnee Laternser. Sophie Andresen supported the campaign's design as Brand Design Lead. The campaign followed CLARK's earlier Mehr Durchblick work, a separate case study.

Next project
CLARK App — Product Photography
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