CIGNA
MINUTE VIDEO

Bite-sized communications to a local audience

Objective was to create a video to be utilized by Sales with the initiative to have an additional tool and resource which would provide a common face and voice to the market, and to increase coordination of distribution. The local markets could choose the videos that are most important to them and distribute as desired. The objective was to create and use video messaging, which will complement existing external facing brand communications. The Cigna Minute is meant to be a “teaser” similar to a trailer for a movie and should increase awareness and interest in learning more about the topic. It also needed to deliver direct message (via video) by Cigna sales representatives, to target audience e-mail distribution lists, on key priority topics which demonstrate Cigna’s value proposition.

Target audiences were brokers and prospective and current clients across various segments. Representation was for a valued single topic, pithy messaging that demonstrates the value of what Cigna has to offer. They need a “bite-size, digestible” amount of information with the strategy of raising awareness and generate interest in learning more about the topic in a smart, aligned with B2B sales message tone and positioning.

Client

Cigna

Services

Discovery

Strategy

Storyboarding

Art Direction