Campaign details
Brand: Cigna Hong KongBrand owner: Cigna Worldwide Life Insurance Co. Ltd.Lead agency: McCann Worldgroup Hong KongCountry: Hong KongIndustries: Insurance, Healthcare services & providersMedia channels: Integrated, Mobile & apps, Newspapers, Online display, Online video, Outdoor, out-of-home, Programmatic display, Social media, TelevisionBudget: 500k - 1 million
Executive summary
When it comes to health insurance, most brands tend to play on people's fears. The conversation is grim and focused on bills and claims. This has been the category convention for decades in Hong Kong.
Cigna has a strong brand...