Cigna: TV Doctors Of America – Season 2

Cigna, the American health insurance company, increased annual check ups and customer numbers through the “second season” of its TV Doctors of America campaign.

Campaign details

Advertiser: CignaBrand: CignaAgency: McCann New York Country: United States

Objectives

Cigna continued its mission to prove itself as a partner in wellness – beyond just providing health insurance benefits and services, it had to earn people's trust as a partner that was truly looking out for their well-being; one that aimed to keep them healthier in the process.

To that end, our goals were to:

  1. Punch above our weight:Earned media was a primary metric as we knew that our competitors would be out-shouting us during the Open Enrollment time period in...

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