Cigna today unveiled its first work from McCann Erickson, a rebranding campaign that's tagged, “Together, all the way.”
The push includes 30- and 60-second ads for cable TV, a wellness website and targeted broadcast and digital ads that will run in three key markets: Atlanta, Dallas and Miami.
Cigna named the New York office of McCann as its lead creative agency in June, replacing fellow Interpublic Group shop Hill Holliday. The new tag replaces the self-reliance message, “Go You,” which Cigna began using in 2011.
The new ads focus on wellness and encouraging people to rely on Cigna to share information and provide support on living a healthy lifestyle.
Surveys of plan beneficiaries and service users led company executives to conclude that individuals increasingly felt left to their own devices when navigating medical and insurance issues. “We need people to know we can help them, that ‘we’ve got their back,’ ” said Cigna brand vp Stephen Cassell, in a statement.
Together.cigna.com, which the insurer described as a brand platform, went live today. It presents health advice and personal stories of overcoming health challenges. The company will use the microsite to increase its profile in the 29 countries outside the United States where it does business.
Cassell said that the site “helps to signal that we understand it isn’t easy to stay well—physically, financially, emotionally—and we’re here to help individuals and families each step of the way so they don’t have to face their challenges alone.”