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...