CIGNA

VHIS Video: Design and Production

Powering a new service to engage audience with video content

Client Background

CIGNA is a worldwide health services organization based in the United States. Its insurance subsidiaries are major providers of medical, dental, disability, life and accident insurance and related products and services, the majority of which are offered through employers and other groups (e.g. governmental and non-governmental organizations, unions and associations).

The company ranked No. 13 in the 2020 Fortune 500 list of the largest United States corporations by total revenue.

Project Summary

The Voluntary Health Insurance Scheme (VHIS) is a policy initiative implemented by the Government of the HKSAR in 2019. It was a new concept by the time it launched and people had all kinds of queries about the details of the plan, while many leading insurance companies made great efforts in promoting the scheme to attract new business.

We helped CIGNA to produce video which is a versatile media format as it can be shared across multiple platforms (from social media posts, Youtube channel, to the company’s website, etc.) People can play the video anytime, anywhere, and re-watch the content whenever they want. It makes a deeper impression on the users and improves their click-through rate (CTR), while strengthens the corporate image at the same time.

Video is so popular for its easy-to-digest format that gives our eyes a rest from the over-abundance of textual information. This is probably why we reportedly watched 1 billion hours of YouTube social video per day across the world.