Advertiser: CIGNABrand: CIGNAAgency: McCann Erickson New YorkCountry: United States
Objectives
In the United States, there may be no other product/service category that is as unloved as Health Insurance. It is a category no one wants to think about because thinking about it probably means you are sick. Furthermore, it is a category that is infamous for its bureaucratic nature and byzantine billing practices. It is a supremely difficult category in which to build a meaningful and well-loved global brand.
Which isn't to say that other brands haven't tried. But they all...