Enter: the job swap.

Cigna got hardworking Americans all over the country to get an annual check-up by having TV personalities fill in for them at their place of work while they saw a doctor.

We activated 11 “job swaps” with TV personalities across the ABC network on a variety of programs, starting with Jimmy Kimmel Live. Other shows included Good Morning America, ESPN Deportes, and with local ABC news affiliates in Cigna’s key markets. On 11 separate occasions, ABC personalities and regular people filled in for one another to allow each other time to go for a check-up. Integrating these 11 unique pieces of branded content into a variety of unexpected program environments enabled us to reach and connect with engaged audiences we otherwise would have struggled to capture.

In just one month, thanks to the combination of flu shots, check up seasonality, and our new job swap program, an additional 396,999 Cigna customers had preventive check ups. And in markets where we activated job swaps locally, we helped add an additional 129,229 visits. By reaching our audience in light-hearted and unexpected ways, Cigna inspired more people to go for their check-ups and take control of their health.