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Insurance Marketing
Spreading the Word

Cigna is using star power to encourage individuals to get an annual check-up, and American Family acquires naming rights to the home of MLB’s Milwaukee Brewers.
  • Lori Chordas
  • April 2019
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Star Power

CIGNA is teaming up with several celebrities to encourage individuals to get an annual check-up and talk to their health care providers.

Queen Latifah, Nick Jonas and Ted Danson are partnering with the global health service company in a new initiative that champions Cigna's whole person approach to health and well-being.

The campaign uses a public service message style and features the celebrities taking unique steps to find balance in their busy personal and professional lives. The ads use light humor to address the impact that feelings such as loneliness and stress can have on a person's health and well-being and “shed a light on the close connection between physical and emotional health,” said Stephen Cassell, senior vice president, global branding at Cigna.

Many people are faced with the daily struggles of stress, anxiety or sleeplessness. “We're encouraging everyone to take control of their total health by scheduling an annual check-up today and being honest with your health care provider about how you are feeling both physically and emotionally,” Cassell said.

The initiative— Go. Know. Take Control.—builds upon Cigna's preventive care efforts encouraging people to get an annual check-up, take control of their health and know their four health numbers—blood pressure, cholesterol, blood sugar and body mass index.

Since its launch in 2016, the Go. Know. Take Control campaign has helped drive an 18% increase in annual check-ups among Cigna's customers.

The company is also taking that message on the road with its national grassroots Health Improvement Tour that provides free health screenings in select local communities. Last year, the tour visited nearly 140 cities and provided more than 14,000 free screenings.

 

Grand Slam

AMERICAN FAMILY INSURANCE has acquired the naming rights to Miller Park, home of the Major League Baseball team, the Milwaukee Brewers. The deal takes effect in 2021 and will continue for 15 years, dependent upon the team extending its stadium lease beyond 2031. American Family will succeed MillerCoors, title sponsor since the stadium opened in 2001.

American Family Chairman and CEO Jack Salzwedel calls the deal “a smart marketing investment” for the Madison, Wisconsin-based insurer.

While American Family doesn't have the mega-advertising budget of other larger insurers, its marketing philosophy is to pursue creative, authentic and inspiring opportunities that align with the principle of value, Salzwedel said.

Naming rights are a popular marketing move for insurers. Last year, State Farm scored a deal for the naming rights to the home stadium of National Football League's Arizona Cardinals.

As part of the deal with the Brewers, American Family said the entities will jointly fund community projects that contribute to the growth and revitalization of Milwaukee. The company will also open a new office in two to three years in the city's downtown area. American Family also is the title sponsor of Summerfest and the American Family Insurance Amphitheater on the city's lakefront.


Lori Chordas is a senior associate editor. She can be reached at lori.chordas@ambest.com.


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