Campaign details

Brand: Cigna Hong Kong
Brand owner: Cigna Worldwide Life Insurance Co. Ltd.
Lead agency: McCann Worldgroup Hong Kong
Country: Hong Kong
Industries: Insurance, Healthcare services & providers
Media channels: Integrated, Mobile & apps, Newspapers, Online display, Online video, Outdoor, out-of-home, Programmatic display, Social media, Television
Budget: 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 purpose – to be one's partner in health and wellbeing, with a differentiated product, and a completely different business model that goes direct to customer without the intermediary agents. Yet, the brand's awareness is still low in Hong Kong and, hence, it has to work extra hard as the 'new kid on the block.'