TheThermenschleicher

The WellCard is a thermal spa and wellness voucher. A video ad was to be created for its promotion on social media that would be quick to understand in the feed while also directly driving sales.

Classic wellness imagery risks getting lost on social media. Calm thermal spa footage and familiar voucher motifs may create a fitting setting, but they do not yet provide a reason to stop scrolling in the feed. What was needed, therefore, was a creative with a clear storyline, its own tone and enough suspense to hold attention through to the purchase decision.

The objective was clear: the video ad needed to stand out on Meta, generate new purchases and show that an unconventional social approach also works as a performance asset.

The strategic observation was simple: if you look like traditional wellness advertising in the wellness space, you can easily get lost in the feed. WellCard therefore turned the approach on its head and initially presented the spa visit as an apparently unauthorised situation.

“We’re sneaking into a spa” immediately raises a question: what happens next? The idea is understandable in just a few seconds, fits the experience promise surrounding the spa and gives the video a clear narrative arc. Humour and suspense make the content accessible. At the same time, the storyline remains close to the product being advertised: a wellness experience that can be gifted and purchased.

This creative departure from the usual wellness look became an effective entry point into the purchasing process. The video was not intended to stop at attention, but to translate it directly into new purchases.

Hook outside Linsberg Asia thermal spa: The video begins with the line “We’re sneaking into a spa.” This immediately makes the unusual starting point clear.

Easy-to-understand storyline: Tobias and his companion, dressed in bathrobes, move seemingly without authorisation through the entrance area and into the spa area.

Suspense throughout the video: Both are nearly discovered several times. This keeps attention after the initial hook.

Humour as an entry point: The situation feels accessible and sets the video apart from traditional wellness advertising.

Resolution with a purchase prompt: The resolution takes the edge off the situation and leads back to WellCard’s actual offer.

Use as a performance creative: The video was run as a Meta ad and geared towards direct purchases.