Cigna Healthcare
How often do you get to call Magic Johnson a rookie?
How often do you get to call Magic Johnson a rookie?
Magic Johnson’s been a rookie many times in his life—from the NCAA to the NBA, to entrepreneurship and eventually fatherhood. And now, he’s a rookie all over again, but this time it’s with Medicare.
Medicare ads were a sea of sameness
Seniors are wiser, savvier, and more discerning they are credited for, but trying to pick a Medicare plan leaves even the wisest person with more questions than answers.
Cigna Healthcare was able to take the uncertainty out of shopping for Medicare with its simple and easy customer experience. And Magic Johnson showed seniors that even though you’re a expert in many areas of your life, it’s okay to be a Rookie.
We helped seniors feel confident they could find the best health plan for their next phase of life.
Reaching seniors everywhere
We knew that today’s Medicare-eligible senior is just as connected as any other generation and the COVID-19 pandemic made them more comfortable with technology than ever before, which informed our media strategy.
In addition to airing the traditional TV spots in top markets during the Medicare Annual Enrollment Period, we also ran paid social clips across platforms seniors use most and invested heavily in digital channels.
We even had Magic Johnson share content on his own social feeds talking about his experience of getting ready to turn 65.
And, of course, every rookie needs a rookie card, right?
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Something different for Medicare brokers that could stand out from all of the other industry collateral
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A limited release in honor of Magic’s first year of working with Cigna Healthcare on this campaign
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An added bonus! My Dad’s been collecting sports cards and memorabilia since the 1950s, so this one made him super excited. He’s tougher than any client
mike hahn, executive creative director
ryan blank, executive creative director
sasha shenoy, associate creative director, art
jesse langer, associate creative director, copy
ariel abramowitz, vice president, strategy
jake scott, director
ben seunaga, editor