Generali: Sống Như Ý – Live The Life You Desire

Generali, an insurance company, increased brand awareness and growth by launching a campaign centred on music and film during the Vietnamese new year festival Tet.

Campaign details

Brand: Generali VietnamAgency: dentsu XRegion: APAC

Strategy

Objective

Despite having a strong heritage of over two centuries globally, Generali – an Italian based premium insurance company – is new face in Vietnam. With nine years of presence, Generali's customer base was still low and far behind its competitors with market share at eight over 17 players, brand awareness at 25% and brand performance was stagnant for more than one year.

The past two years has been a tough time for Generali when other players increased their media investment significantly (268%) and FWD, a...

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