Cigna steps up digital push to attract insurance customers

Customers today are increasingly hungry for mobile-friendly solutions, companies have no choice but to transform. That’s why the global health service company, Cigna, decides to go full digital with its first regional brand campaign.The campaign, "All The Way, Means All The Way", is developed from real customer stories to show a series of 60- and 30-second videos on YouTube across multiple Asian markets, including Hong Kong, Indonesia and Thailand. Each video was shot and tested locally in each market to address its specific individual needs.The video for Thailand is now on YouTube, while versions for Hong Kong are believed to go live in a couple of weeks.https://www.youtube.com/watch?v=J1EoM6eguBs"We are breaking new ground with our digitally-led approach, which we believe is unique in the insurance industry," said DJ Choi, CMO of Cigna International Markets. "The new approach enables us to speak directly to the customers."He added that traditional channels will continue to play a role in the marketing mix. "For this particular campaign, we felt a digital approach would best help us to drive awareness and consideration amongst the globally mobile audience we’re targeting."