Cigna: Superheroes

Health insurance provider Cigna used Facebook and the LINE messaging app to build brand awareness among high achievers in Thailand.

Campaign details

Brand: CignaBrand owner: Cigna Insurance Co., Ltd.Lead agency: MRM//McCann BangkokCountry: ThailandIndustries: Insurance, Healthcare services & providersMedia channels: Merchandise & free gifts, Online video, Programmatic display, Search marketing, Social media, Websites & micrositesBudget: 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...

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