Digital & Social Media Strategy | Brand Marketing | Online Video | IG Story | Display Ads
“Cigna HK seeks to debunk myths about medical insurance among Hongkongers.”
The Market Challenge
In 2019, the Hong Kong Government launched the Voluntary Health Insurance Scheme (VHIS).
While it did create awareness and demand for medical insurance in the market, at the same time, misunderstanding about medical insurance also grew among the general public.
As a leading brand in medical insurances, Cigna Hong Kong seeks to debunk myths about insurance among Hongkongers.
The Consumers Insights
According to our social listening reports, thousands of discussions have been raised through various online forums since the launch of the Voluntary Health Insurance Scheme (VHIS). And the topics are diverse.
"Is the benefit of medical insurance just about tax deduction?"
"My employer has already covered my medical insurance, why do I still need it?"
"Shouldn't I wait until my retirement to start considering medical insurance?"
The above are only the tip of the iceberg about these online discussions.
The Idea
Cigna invites all Hongkongers to RETHINK about their perception in medical insurance.
Thematic Video | Phase 1
The RETHINK campaign is a long-tail marketing exercise for the brand to outreach customers from different target segments.
We started with an online thematic video based on real-life consumers' insights. The campaign features various frequently asked questions (FAQs) about medical insurance we collected from social media.
People from all walks of life, each has their queries about medical insurance, but they don't know the exact answer. Cigna is here to help you break the myths.
Thematic Video | Phase 2
Three main target groups, including young professionals, young couples, and middle-aged/early retired adults, are meticulously segmented.
Over a dozen RETHINK scenarios have been created and adapted to these three segments. We organised these vignettes and developed them into two campaign phases.
To keep the campaign freshness, we launched the Phase 2 creative assets after three months.
Variety of Creative Formats
These RETHINK messages can be mixed and matched into different versions of creative to various stages of the marketing funnel, from awareness, consideration, to lead generation.
The digital ad formats are also diverse and comprehensive. They include thematic videos, bite-size video reminder, Facebook's carousel ads, 6-second bumper ad on Youtube, always-on and call-to-action display ad, etc.
6-second Call-to-action Video
As a campaign reminder and for re-targeting purpose, each RETHINK vignette has also been developed into a 6-second call-to-action bumper video ad for YouTube.
Retargeting Display Ads
Rethink Creative to Product Centric Creative
Each story vignette in the RETHINK campaign is adaptable from conceptual to product focus or other messages. To make it more flexible, we even developed alternative visual assets under each scenario.
In the 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.
At Hungry Digital, we always provide our clients with not only a big idea, but also a variety of creative assets throughout every stage of a consumer journey.
To stay on top of the game, we need to own the conversation about the category consistently. This RETHINK campaign truly demonstrates the philosophy behind most of the digital marketing campaigns produced by Hungry Digital.
