Generali: Thuong Minh Mot Ti, Cho Doi NHU Y

Generali, an insurance brand, partnered with Vietcetera in the "Have A Sip" podcast series to increase brand awareness, preference and consideration, build brand love, and maintain an emotional attachment with customers in Vietnam.

Campaign details

Brand: GENERALI VIETNAMAgency: DENTSU XRegion: APAC

Strategy

Objective

Business challenge:

Increasing brand awareness and consideration: Despite the global reputation, Generali was still considered a new face to customers compared with other long-established life insurance companies in Vietnam.

Market challenge:

Building brand love & increasing brand preference: In Vietnam, life insurance has faced negative perceptions for years due to mis-selling issues and fear-mongering communication tactics. Therefore, Generali's main challenges were to build brand love and win customers' hearts in a positive and approachable way.

Communication challenge:

Evolving the "Song Nhu Y" platform: Our main...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands