Cigna has revealed that the latest campaign, Insurance for living marketing campaign, has achieved great results so far. The campaign was launched in the hopes of helping New Zealanders understand Cigna products. Over two million New Zealanders have been reached with the TV advert. Cigna has reported that online searches have increased with a special note on the number of searches around income protection insurance. Head of Strategy & Marketing Simon Tohill has said that the team are pleased with the outcomes so far and are pleased to help start conversations regarding financial advice. The campaign is set to run until September. Cigna has announced that they will be conducting ongoing research to understand how consumer perceptions of Cigna change and to see how the campaign tracks.
“After a month on screen, on air and online, Cigna’s Insurance for living marketing campaign is showing positive results.
The campaign has reached an audience of over two million New Zealanders via TV advertising and there’s been a lot of interest from consumers. Online searches are up across the industry with a large increase in search for the term income protection insurance – one of the three products mentioned in the campaign alongside life and critical illness.
Simon Tohill Cigna’s Head of Strategy & Marketing says that the team are pleased with progress so far. “We’re really excited to be in market and helping to stimulate a conversation with Kiwis about the positive outcomes of seeking financial advice and protecting what matters most to them.”
The campaign’s goal is to help New Zealanders understand that Cigna offers products such as Income Protection, Critical Illness and Life Insurance alongside the company’s more well-known funeral cover offering.
To do this Cigna has created the character Dave Davidson. He’s a likeable guy, who’s living the dream. He has a house, a tween, a teen and an awesome wife. He’s also pretty risk-averse. But since he talked to his financial adviser and took out insurance with Cigna he’s started living a little more dangerously.
“Through Dave’s adventures, we’ll we’re able to demonstrate how having Cigna insurance by your side can provide financial peace of mind and have a positive impact on your everyday life,” says Simon.
The campaign runs until late September on TV, TV on Demand, social media, digital display and radio.
Following the launch of the campaign, Cigna will be conducting ongoing research to see how the campaign is tracking and how consumer perceptions of Cigna change.”
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