Young people at music festivals think of many things – but not their health. And certainly not the topic of health insurance! BARMER GEK, one of Germanys biggest health insurance companies, wanted to change that – by offering 75,000 fans at the world’s biggest heavy metal festival in Wacken an unexpected brand presence that is truly useful for the target group – and has a viral power across all digital channels: The »MOSHPITAL« – a unique promotion area at the world’s largest Heavy Metal Music Festival in Wacken. Here, fans get what they need most during four days of excessive headbanging: a professional, free neck massage!