Cigna to sponsor 2019 Hong Kong Sevens with new holistic campaign

Cigna Hong Kong is marking its third year sponsoring the Hong Kong Sevens with a holistic marketing campaign entitled “Converting Hearts & Minds”. Running throughout the Hong Kong Sevens this year, it aims to promote the importance of physical and emotional wellness through live consumer events, in-stadium activations, a Wellness Summit for Cigna guests, media relations, as well as digital and social media interactions.

Leveraging influencers, Cigna Hong Kong has, for the first time, engaged prominent local rugby players and an international rugby legend as partners for the campaign. Elite Hong Kong Rugby athletes and Cigna brand ambassadors, Salom Yiu Kam-shing and Chong Ka-yan are the faces of the campaign.

Fans will see Yiu and Chong on the giant diamond screen at the Stadium and on social media channels doing a “job swap” to encourage hard-working Hong Kong people to take some time off to look after their own health and wellness needs.

“Rugby and sport have been vital in helping me tackle life’s challenges and it has taught me how to be resilient,” said Yiu.  “I understand the importance of physical fitness and preventive care measures such as making healthy lifestyle choices to reduce the risk of heart disease and other critical illnesses. I hope to inspire the public with this message ahead of the Sevens.”

Chong said, “Women’s rugby is becoming an increasingly popular sport, but people are still surprised to learn that women want to play such a tough game. It’s important to me to be fit physically but emotionally as well. I hope to show people how mental wellness and resilience are just as critical as physical health to everyone, whatever their passion.”



 

Sir John Kirwan, world cup winning New Zealand All Black and former coach of Italy and Japan, is also supporting the campaign. Kirwan’s personal history of dealing with depression and a remarkable rugby career embody the importance of maintaining physical and mental wellness. He will share his story with the guests at the Cigna Wellness Summit on 4 April as well as with Cigna employees at an internal company event ahead of the tournament.

As part of the campaign, Cigna will host a community yoga event at the Sevens’ Fanzone on 31 March, where Yiu, Chong and local artist, Elanne Kong (as well as her husband, Oscar Siu) will be featured.

The comprehensive campaign has also inspired a five-webisode campaign for popular digital platform, TVMost, which will send a special investigatory team to Fiji, the home of some of the best Sevens’ players in the world, in search of the magic and joy behind Fijian Sevens.

“As a global health services leader, Cigna is an advocate for whole person health – body and mind. We want to accompany people on their journey to take control of their physical and emotional wellness needs so they can pursue well-being on their own terms,” says Patrick Graham, chief disruption officer, Cigna International Markets and CEO of Asia Pacific. “The Hong Kong Sevens is an ideal platform for us to 'convert hearts and minds' about the benefits of living a balanced and healthy life.”