A series of five new television ads features actual benefits decision makers talking about topics they face on the job, including:
- the importance of service has in benefits plan selection
- the difficulty in balancing cost and quality
- the importance of trust and integrity
- the desire to do the right thing.
According to a CIGNA announcement, the company’s approach in the new campaign is based on the notion that the benefits managers also use their company’s benefits programs and that they ultimately have to meet their company’s fiscal needs. CIGNA developed the campaign in conjunction with DDB New York.
The new television campaign consists of one 60-second spot and four 30-second spots, which will air on cable news networks such as CNBC, MSNBC, CNN, and Fox News Net. Additionally, spots will run on Sunday morning business programming, such as “Meet the Press,” “Face the Nation,” “CBS Sunday Morning,” and “This Week.”
In launching this campaign, CIGNA is also announcing a alliance with Dow Jones called “The Benefits of Planning”, which is an educational series. The company will use national business media vehicles such as the Wall Street Journal, Barron’s, Smart Money, CNBC, Wall Street Journal radio, Smartmoney.com and Dow Jones events.