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




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...

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