Cigna goes digital for latest expat campaign

Greater choice and flexibility are the key insights driving Cigna International’s latest health-insurance campaign, according to its CMO DJ Choi.

The company first digital-only campaign, ‘all the way means all the way’ targets expats across Asia, or “globally mobile individuals” as the insurer calls them.

The brand is deploying a series of videos inspired by real-life customer cases regarding health care across Hong Kong, Indonesia, Thailand and Spain.

“We selected these markets because they all have a high proportion of globally mobile individuals, as well as others who are increasingly mindful of their health and wellness needs, and therefore we are ideally placed to support their ambitions,” said Choi.

“These markets also all have a high level of digital penetration and we therefore expected this digital-first approach to work well.”

Choi (pictured) said the videos are designed to have an “uplifting and personal feel”, which dovetails with the insights Cigna learned from data about its customers.

“We now have sales capabilities in nearly 30 markets and are always listening to customers to improve and tailor our offering for each one," he said. "Across our corporate and individual clients, including expats, we are seeing a growing demand for greater choice and also greater flexibility within propositions."

Currently only the Thailand adverts have been launched, with Hong Kong to follow shortly.

Choi said at the centre of the digital campaign was the desire to film each video locally, reflecting the consumer’s desire for a personalised approach from a global health insurer.

Choi said there are significant marketing opportunities for brands that can bridge the gap between people who want to make a positive difference to their health and the role health-services companies can play in achieving this.

Furthermore, with the exponential growth of digital channels and engagement, Cigna is keen to emphasise digital as a strong part of its marketing mix.

“New technologies and media consumption habits mean that as more information becomes readily available there are opportunities for us to tailor and personalise our marketing efforts and increase customer engagement,” Choi said.

The campaign is scheduled to run until the autumn.