AlfaStrakhovanie OMSInsurance · 2025
An insurance company moms come to on their own.
Task: The insurer wanted moms to use their compulsory health insurance, without pushy ads → Solution: with the team, built a Telegram helper: 24/7 advice, vaccinations, doctor booking → Result: "Product of the Year" at the Digital Leaders Award 2025
"Definitely, Mama-Super!" by AlfaStrakhovanie-OMS: a Telegram helper for pregnant women and moms. 24/7 advice, vaccinations, doctor booking under compulsory health insurance (OMS) and AI baby photos.
Made with the team, developed together with Continental.
A formality turned into a service
The name hides the acronym OMS: Opredelyonno, Mama-Super ("Definitely, Mama-Super")- Printed OMS leaflets
- Compulsory insurance as a formality
A Telegram helper that remembers each mom's history: 24/7 advice, a vaccination calendar with reminders, one-tap doctor booking under OMS and help in disputes with a clinic.
What's behind a simple bot
The client's brief: engage women with OMS without pushy advertising. The answer: not an insurance ad but a helper that takes on the routine of pregnancy and a baby's first years.
Advice on pregnancy and babies relies on expert-checked information and Russian research. The assistant remembers each mom's history and answers with her situation in mind.
In-depth interviews showed what matters in this period: keeping memories and just being yourself. So inside there are magic AI photos, video albums and a game with rewards.
What's inside the helper
Remembers each mom's history and answers with her situation in mind.
Syncs with your phone and reminds you of vaccination dates.
One tap, plus help if there's a conflict with the clinic.
From "what to pack for the hospital" to the daily routine.
AI turns baby photos into shots in different styles.
Points for actions can be swapped for gifts.
Training Alfa's marketing team
Over two sprints the AlfaStrakhovanie-OMS marketing team learned to make copy and visuals with neural networks on their own. Now the team makes most of its creative in-house.
The first sprint was a four-hour live stream on 27 June 2025. The slide said it plainly: the goal is to change the mindset, not to learn prompts.
We prepared a company system prompt, the Mama Super tone of voice, a content system and a creative system. Live, the team planned a week of content with them.
The second sprint in July: generations for every format, a LoRA trained on 14 brand illustrations and turning pictures into short videos.
What the client, the agency and the press say
The project shows how a formal system of compulsory health insurance can be turned into an emotional service that makes clients' lives genuinely nicer and easier.
Ekaterina Vladimirskaya, Head of Marketing, AlfaStrakhovanie-OMS · SostavWe ran in-depth interviews with moms and found that… what matters to them is not only personal childcare advice, but also a way to keep memories of the happy moments of motherhood…
Robert Dertsyan, agency CEO · SostavThe app "Definitely, Mama-Super!" became the digital product of the year.
AlfaStrakhovanie-OMS press release on RIA Novosti, June 2, 2025We don't just build digital projects, we create a service that is genuinely convenient for people.
Ekaterina Vladimirskaya · AlfaStrakhovanie blog