Challenge

After a few years and a number of highly-successful Open Enrollment Periods for IFP leveraging the “Zero In” campaign platform, we were challenged to refresh the message for the 2024 cycle, while also reintroducing the new Cigna Healthcare brand to our low-income, working-class audience. How do you stay relevant with this audience, and not make this moment in time a pure brand message?  

Solution

From insight to creative strategy to production, we developed a new campaign platform that infused trust and dependability in the purchase process, and demonstrated how Cigna is more than a health insurer, we are their reassurer. “The Reassurer” is a multi-channel, direct-to-consumer marketing campaign designed to deliver the right message to the right audience, at the right time. 

Results

• In 2021, the business set an ambitious goal to double membership of 250K members by 2025. In two short years, membership tripled to 750K members.
• In 2023,  we achieved 102% to plan
  • 3,913 new sales 
  • 358,062 renewals 
  • 102M+ OOH exposure