CIGNA & CMC is a joint venture between CIGNA, a global health service company, and China Merchant Bank.
Following the win, Bates 141 Shanghai produced a TV commercial starring a local celebrity for the company's cancer prevention insurance product airing in August.
“The TVC features the company's sales representatives in a call for action,” said Josephine Tsai, MD of Bates 141. “This kind of direct response TVC is common in other markers, but very new in China.”
Bates 141 Taiwan has relevant experience in doing direct marketing campaigns, which Tsai said was part of the reason the client invited them to join the pitch.
The TVC is currently running in some provinces to test the market. If responses are good, the agency plans to fine tune the message and extend the campaign to other parts of the country.
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