Cigna targets international expat communities with digital only campaign

Health insurer moves to mobile platform to target expatriate community with digital only campaign.

Insurance News


Global health insurance firm Cigna recently launched a digital only campaign targeting the expatriate community.

The 30 and 60 second videos, accessible through YouTube, emphasize the need for an insurance provider that will help the client navigate the diverse health care systems they will encounter in their journeys across the globe.

The digital commercials are linked together by the theme “All the Way Means All the Way” and are being rolled out across multiple markets. These shorts are based on real customer stories and target individuals who regularly move across locations around the globe.

Cigna is also in the process of developing content for specific geographies such as Hong Kong, Indonesia, Thailand, and Spain.

“We’re excited to launch a campaign that speaks directly to our customers in these international markets,” Cigna’s global branding officer Stephen Cassell noted. “We know that dealing with a health emergency can be one of the most stressful times in someone’s life. As a global health insurance partner in more than 30 countries, it’s Cigna’s goal to seamlessly serve our customers throughout their wellness journey.”

 “Our…approach reflects the changing needs of our customers who increasingly expect to receive information in a mobile-friendly way. It’s also exciting to be launching a campaign in multiple countries that leverages our global platform,” DJ Choi, International Markets marketing officer said.

Eleanore D. Sanchez

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