Campaign details

Brand: Cigna
Brand owner: Cigna Insurance Co., Ltd.
Lead agency: MRM//McCann Bangkok
Country: Thailand
Industries: Insurance, Healthcare services & providers
Media channels: Merchandise & free gifts, Online video, Programmatic display, Search marketing, Social media, Websites & microsites
Budget: 500k - 1 million

Executive summary

Although Thai people are becoming more health-conscious, the complex insurance industry forces most to settle on the #1 or #2 health insurance provider. By 2017, Cigna had a robust product, but low brand awareness in the Thai market.

To establish Cigna for this modern audience, we leveraged channels that Thais rely on – LINE and Facebook.

While competitors depicted customers living in either fear of illness or unrealistic perfection in their communications, Cigna decided to celebrate the real 'superheroes' of everyday life – the people who choose to sacrifice their wellbeing to protect their loved ones.