The document outlines Cigna's branding campaign in Hong Kong that focuses on positioning the brand around well-being. It discusses launching the campaign by establishing Cigna's perspective on well-being and how it resonates with people in Hong Kong. It then proposes leveraging survey data to substantiate Cigna's perspective. The campaign approach involves digital advertising, celebrity endorsements, and focusing messaging around physical, emotional, social and financial well-being.

1. CIGNA 2015 OCT
BRANDING CAMPAIGN
(HONG KONG)
2nd Creative Presentation September 25, 2015
McCann & Spencer

2. We understand that you live in a highly competitive environment; therefore, it’s essential to maintain
your wellbeing—living well and staying well. It’s often a challenging juggling act as you strive to
maintain all of the balls in the air: looking good and staying fit, finding time for your important
relationships and yourself, maintaining your peace of mind, and working hard for your financial security.
At Cigna, we respect your determination to stand on your own strength. But, we also understand that
having a partner--an active partner--can help you get closer to your goal of living well. Ranked in the
top 100 of the Fortune 500, we actively partner with more than 86 million customers in over 30
countries. Our global network includes more than one million healthcare professionals, clinics, and
facilities. All helping you live well and stay well.
We place the power of clear information into your hands, allowing you to make informed choices to
help make “living well and staying well” more achievable. More achievable physically, emotionally,
socially (relationships) and financially. We offer you solutions at the right place, the right time and in the
right way, providing advice throughout the different stages of your life.
We are committed to delivering a comprehensive and personalized solution with access to the best
health care facilities, services when needed, a 2nd opinion to ease your mind, or even life coaches to
help keep you on track.
We know that “living well and staying well” is your competitive edge and we are with you all the way.
CIGNA HK BRAND POSITIONING
2Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

3. > Launch with Cigna’s POV toward wellbeing
> Establish the brand and connect it to the overall wellbeing that resonates with Hong Kong
people
> Leverage the 360° survey to substantiate Cigna’s POV
APPROACH
3Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

4. 4Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

5. 5Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

6. 6Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

7. 7Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

8. 8Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

9. 9Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

10. 10Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

11. 11Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

12. 12Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

13. 13Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

14. 14Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

15. 15Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

16. SPARK
16Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna
• Finance/Business portals and Ad network
Banner
ad
Banner
ad

17. SPARK
17Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna
Media Specific Targeting for Ad Blasting
Fixed time targeting:
6:00a.m – 9:00 a.m. (Morning before work)
Geo-targeting:
Residential Areas
Media Specific Targeting for Ad Blasting
Fixed time targeting:
12:00noon – 14:00 p.m. (Lunch hours)
15:00 – 18:00 (Afternoon working hours)
Geo-targeting:
Office Areas (e.g. Central, Wan Chai, Quarry Bay)
Media Specific Targeting for Ad Blasting
Fixed time targeting:
• 11:00pm – 4:00am
Geo-targeting:
• Residential Areas
Ad network targe6ng
- Remind users to bring extra clothes in the morning due to temperature change
- Remind targets to eat on 6me for maintain the good health
- Remind targets to take relaxa6on exercise at work to keep the healthy mind
- Remind people to get sufficient sleep for having a beAer focus at work

18. 18Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

19. 19Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

20. 20Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

21. 21Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

22. 22Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

23. 23Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

24. 24Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

25. 25Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

26. 26Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

27. 27Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

28. 28Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

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30. 30Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

31. REMARKETING OUR TARGETS
31Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna
Leads Left the page
Dental
Offer
Landing page of 360 survey Cigna’s website/product page
Brand Campaign Monthly Product Campaign

32. 32Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

33. 33Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

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35. 35Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna
• Hong Kong actor, singer and
swimmer
• nicknamed "Little Flying Fish" for his
swimming achievements
• holds several Hong Kong swimming
records
• represented Hong Kong at the
Sydney Olympics in 2000
• invited to be health ambassador by
different organization with his
positive and healthy image

36. 36Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna
• famous singer-songwriter and
member of Cantopop music group
“at17”
• Early Psychosis Foundation's
Ambassador of Hope
• suffered from psychosis and got
recovered after appropriate
treatment by doctor
• organized charity art exhibition
presenting her drawings made
during her insomnia to raise
awareness about mental diseases

37. 37Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna
• Popular Commercial Radio 903 DJ
• Sports lover
• He paid more attention on health in
recent years and starts running,
shaped a fit body figure
• Member of “The Night Runner”, a
group of celebrities holding regular
running session

38. 38Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna
• Wife of popular 903 DJ Sai So
• As a KOL, frequently invited by Nike
to attend their sports events
• Member of “The Night Runner”, a
group of celebrities holding regular
running session

39. 39Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna
• renowned cooking hostess of TV
programmer
• cookbooks author
• has opened her own studio for food
product creation and multimedia
production
• extensive experience in the culinary
creation and food styling

40. 40Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2014 Cigna

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48. Offered by: Connecticut General Life Insurance Company or Cigna Health and Life Insurance Company.
““Cigna” and the “Tree of Life“ logo are registered service marks, and “Together, all the way.” is a service mark, of Cigna Intellectual Property, Inc., licensed for use by Cigna
Corporation and its operating subsidiaries. All products and services are provided by or through such operating subsidiaries, including Connecticut General Life Insurance
Company and Cigna Health and Life Insurance Company, and not by Cigna Corporation. All models are used for illustrative purposes only.
000000 00/14 © 2014 Cigna. Some content provided under license.