Real life
for real people

Cigna Open Enrollment Campaign

Implement and execute a Cigna national campaign for open enrollment for clients’ health plans. The goal was to develop a universal suite of material for the campaign to be built around retention of current customers and acquisition of new customers from competing providers in each client plan. Various clients had been identified as part of the Second Sale initiative and the campaign needed to be customized per client.

Objective of campaign was to eliminate the concern and ease the understanding of the client’s and their employees’ confusion about health plans. Develop a campaign of a simplified message that conveyed a strong communication that builds customer awareness of Cigna and understanding of their plan offerings.

Major message was to include Cigna brand recognition and awareness coupled with product and service differentiators with a secondary message of the various tools and apps available to the customer. Intention of campaign was to communicate that Cigna’s product and services are superior to the competition.

The approved concept “Real plans for real people” included simplified messaging for an everyday life. Marketing materials developed for the campaign were a microsite, email campaign, direct mail/dynamic mailing, open enrollment brochure, event signage, event flyers/collateral, geo-targeted mobile ads, video and office/environmental signage.

Client

Cigna National Accounts

Recognition

The “Real plans for real people” 2014 Cigna national open enrollment campaign was recognized and awarded the GDUSA 2015 Health + Wellness Design Award.

Services

Discovery

Strategy

Art Direction