Cigna: TV Doctors of America
Heading into the all-important health insurance open enrollment season, Cigna needed a campaign that continued on its mission of promoting preventive care, but with a new angle. To drive awareness and consideration for Cigna while also driving Americans to get a potentially life saving annual check-up, Cigna decided to switch things up by using unlikely spokespeople: fictional doctors.
Through a robust mix of primary and secondary research and insight gathering, we strategically assembled the TV Doctors of America, a cross-generational ensemble of fictional TV doctors on a mission to save real lives. Along the way,...