Cigna HK seeks to debunk myths about insurance among Hongkongers in campaign

Cigna Hong Kong has launched a campaign across multiple touchpoints aiming at encouraging Hongkoners to think about what medical insurance means to them.

The campaign "RETHINK" is based on consumers' insights gathered through social listening and features various frequently asked questions about medical insurance. It targets professionals, young couples, and middle-aged or early retired adults.

The campaign showcases scenarios tailored to these segments, such as posing questions about tax deduction, misunderstanding of product knowledge, and the need to buy insurance, to create awareness, consideration, and lead generation.

The digital ad formats are diverse and comprehensive, including thematic videos, bite-sized video reminders, Facebook's carousel ads, six-second bumper ads on Youtube and display ads.

"In an era of media fragmentation, the one-size-fits-all approach to marketing is no longer appealing to the audience in today's digital marketing world. That's why we always request our agency partner to support us with not only a big idea, but also a variety of creative assets throughout every stage of a consumer’s journey," said Ramsy Yeung, CMO of Cigna Hong Kong.

"To stay on top of the game, we also need to own the conversation about the category consistently. This RETHINK campaign truly demonstrates the philosophy behind most of our digital marketing initiatives," he added.



Brand: Cigna Hong Kong
Chief marketing officer: Ramsy Yeung
Head of marketing: Jinnie Wong
Branding & product marketing manager: Cary Kong
Branding & product marketing assistant manager: Cherry Tong

Creative agency: Hungry Digital

Creative director: David Lo
Associate director, creative strategy: Charlie Tsang
Art director: Jimmy Jim
Copywriter: Rudi Leung

Video production: Haus
Director: Frank Shek
Producer: Suzanne Tung
DoP: Tung Chiu
Art director: Peggy Mok & Tommy Chung
Post production: Light Club
Music: Rainman@Trix Music

Yu Ho Yeung

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