Generali Vietnam shining at the Insurance Asia Awards 2022

Italian-backed life insurer Generali Vietnam was honoured in the Marketing Initiative of the Year category at the Insurance Asia Awards 2022 for its Loi Cau Hon Thu 2 (The Second Proposal) marketing campaign.

The Second Proposal enabled the company to be consistently ranked first in social media shares by YouNet Media during the campaign’s roll-out period, significantly improving its brand awareness, consideration, and preference scores with more than 40 million reaches, 35 million views, and 10 million engagements achieved.

The campaign has also contributed to Generali’s market-leading position in R-NPS measuring overall customer satisfaction.

The Second Proposal is an integrated marketing campaign launched by Generali on the occasion of Valentine's Day.

The campaign comprised a music video inspired by classic love stories, with impressive LED displays showcasing romantic proposal messages on major streets of Hanoi and Ho Chi Minh City to carry messages of lifetime bonding from Generali to its customers and the community.

“The Second Proposal campaign has followed other successful brand campaigns of Generali in recent years such as Song Nhu Y and De Ngay Mai Luon Toi to bring our brand closer to millions of customers in Vietnam,” said Tina Nguyen, Generali Vietnam CEO.

“The campaign’s name itself signifies Generali’s commitment to becoming the lifetime partner of our customers by continually delivering them the best-in-class insurance products and services.”

The Marketing Initiative of the Year award at the Insurance Asia Awards 2022 once again highlights Generali’s innovation, humanity, and depth in its brand messaging and approach.

Generali was also honoured as an Inspirational Brand at the Asia Pacific Enterprise Awards 2021, recognising its success in leaving strong impressions and making its mark with outstanding brand campaigns in recent years such as Song Nhu Y and Tua Vao Nhau Cho Doi Nhu Y.

The Marketing Initiative of the Year award at the Insurance Asia Awards 2022 once again highlights Generali’s innovation, humanity, and depth in its brand messaging and approach.

Of note, Song Nhu Y also brought Generali the Marketing Campaign of the Year 2020 award by InsuranceAsia News.

The Insurance Asia Awards is an annual programme organised by Charlton Media Group To honour outstanding insurers for their contributions to the advancement of the insurance industry in the region.

This programme was independently judged by an esteemed panel of experts from prestigious organisations in Asia’s finance and insurance sectors.

The campaign culminated in a spectacular show featuring popular artists such as Duc Phuc, LyLy, and Osad, delivering great music experiences

Generali Vietnam is part of Generali Group, one of the largest global insurance and asset management providers from Italy. After more than 190 years of operation, Generali Group has more than 75,000 employees, serving 67 million customers in 50 countries.

With diverse distribution channels and a nationwide network of more than 80 GenCasa (agency offices) and customer service centres, Generali Vietnam is serving over 450,000 clients across the country.

The company has continuously reaffirmed its success and contribution with prestigious awards and recognition, with the two recent titles in 2022 and 2021 being “Leading investment-linked insurance product provider in Vietnam” and “Leading health insurance and customer experience provider in Vietnam”; as well as Top 100 Vietnam Best Places To Work 2021 by Anphabe, a leading consulting firm providing Employer Brand and Happy Workforce solutions, among others.


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