RUNDISNEY CIGNA FUN RUN
Disney’s corporate alliances department invited IM Creative to assist them in crafting an in-market activation for the lead sponsor of their traditional runs through Disney parks. In this case, health insurer Cigna sought to leverage the runDisney affiliation as a B-to-B play in the Phoenix market.
In addition to a flawlessly executed and service-oriented experience, we needed to balance and protect both the Cigna and runDisney brands as we created an experience that was different from the in-park runs but still had a sense of Disney magic that helped propel Cigna’s business forward.
Using Cigna’s “Together all the Way” tagline as the jumping off point, we conceived of multiple versions of creative approaches for runs, and Cigna and runDisney both settled upon the run we conducted in Phoenix which moved through the local zoo and culminated in a celebration complete with Character meet + greets with Mickey + Minnie.