Cigna International Markets: Brand Transformation
The Problem
If brands were to live their purpose, how might Cigna live up to its motto of being a ‘partner in wellness - physically and emotionally?''
According to the World Health Organization, stress is a contributer to 41 million preventable deaths every year, leading to chronic illnesses such as heart disease and Alzheimer’s.
Yet, instead of focusing on preventative healthcare, insurance companies chose to focus on fear mongering tactics.
The Process
Year 0: Aligned regional stakeholders on stress as Cigna’s territory through an insights-led workshop.
Year 1: A brand platform reframing stress as a health issue was launched.
Years 2–2.5, COVID pivot: Moved the message from awareness to “understand and take control” as stress spiked during the pandemic.
Years 2.5–3, Personalize and Scale: Brought in technology partners through the Hack Day, leading to StressWaves.
The Solution
84% of the world suffers from stress. To be a partner in wellness, is to address the stress epidemic. And Cigna did exactly just that with its stress care brand platform.
In Year 1, the campaign “See Stress Differently” was launched to make the invisible, visible.
A kit that visualised stress for the first time. Partnering with award winning artist Sean Sullivan, we built an algorithm that created personalised stress portraits using biometric data, showing people their stress in real-time.
An activation that generated USD$14MN in earned revenue and an increase of 187% leads for the business.
In Year 2, at the height of COVID, “Keep Checking In” launched under this platform, scaling care towards Cigna’s clients digitally in a time of need.
In Year 3, Cigna StressWaves Test was launched to provide personalized stress care for everyone.
Methods
Stakeholder workshops, consumer insight, brand platform development, communications strategy, innovation partnerships
Keywords
Health and wellbeing, Insurance
Insights-led Brand Strategy Workshop
Brand Platform: See Stress Differently
Insights-led Brand Strategy Workshop
Innovation: StressWaves