Ad Nut
Mar 28, 2019

Cigna enlists local and legendary rugby players for Sevens campaign

The insurance provider activates its Hong Kong Sevens sponsorship with help from national team members Salom Yiu Kam-shing and Chong Ka-yan, as well as All Blacks great Sir John Kirwan.

In its third year sponsoring the Hong Kong Sevens, Cigna Hong Kong is running a campaign that includes live consumer events, in-stadium activation, a Wellness Summit for Cigna guests, media relations, as well as digital and social media. The Sevens takes place April 5 through 7.

The 'Converting hearts & minds' campaign focuses on health of both body and mind. The video above has Hong Kong Rugby athletes (and Cigna brand ambassadors) Salom Yiu Kam-shing and Chong Ka-yan showing red cards to some ordinary Hong Kong citizens who need to practice better self-care. The players then take over the citizens' waiter and tour-guide jobs, with slapstick touches and silly sound effects. Lime Studios worked with the brand on the video, which appears on social channels and will play in the stadium during the matches. Elite Step Asia worked with the brand on the overall campaign.

Sir John Kirwan, who won the 1987 World Cup with the New Zealand All Blacks and went on to coach Italy and Japan, will be sharing his personal history with depression at a Cigna Wellness Summit on 4 April.

The campaign also includes a community yoga event at the Sevens’ Fanzone on March 31, where Yiu, Chong, popular singer/actress Elanne Kong and her husband, Oscar Siu, will appear. There's also a five-episode video series on digital platform TVMost, in which a "special investigatory team" travels to Fiji "in search of the magic and joy behind Fijian Sevens".

Ad Nut is secretly hoping to get shown a red card for watching too many ads, followed by a long and well-deserved nap.

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