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ASSIGNMENT 20.1
TRẦN QUỐC THIÊN AN – PHAN THỊ THẢO NGHI
BACKGROUND
1.Vision:To promote health, wealth and happiness by protecting the financial futures of families and businesses in Vietnam 2.Commitments:To be the preferred life insurer in Viet Nam, recommended by families and friends, trusted by our customers for financial advice and quality service.
COMPANY/ BRAND BACKGROUND
Phu Hung Life Insurance Joint Stock Company (PhuHungLife) officially entered the Vietnam life insurance market in 2013 and is the first joint stock life insurer in Vietnam with an initial capitalization of VND633 Billion.
>>> Key finding: Phu Hung life insurance is a new company which need an outstanding and epic launch. And famous Rubber Duck event is their timely suitable choice.
“We are a new company, and we could think of no better way to announce our launch than sponsoring the duck in Crescent Lake,” said Phu Hung Life Insurance general director Graeme Hannah.
COMMUNICATION MESSAGE
OBJECTIVE
Generate awareness about Phu Hung life as a mean for your family safety life with happy moment and peaceful daily life Build a joyful place for Tas to enjoy weekendMake an impressing and widely-known event to support launching for Phu Hung life insurance
Phu Hung life insurance is the best choice for your life and family to have a happy and peaceful lifetime
TARGET AUDIENCE
Young family, young dad and young mom with little kid, AB, urban Busy in their daily life and desire a moment of happy childhood to balance and nurture the hasty reality Need a playground for their kids in the weekend through that enjoy their life
LET’S GO BACK TO CHILDHOOD
WITH PHU HUNG LIFE
CAMPAIGN BIG IDEA
Come back to childhood to enjoy your lifetime with the happy and
peaceful moment with the signature image of little
childhood – A RUBBER DUCK
CÙNG PHÚ HƯNG LIFE TRỞ VỀ TUỔI THƠ
Phu Hung life insurance will support you to have a safety life as happy and peaceful as
your childhood
MESSAGE
CAMPAIGN ROLL OUT
TRIGGER EXPERIENCE AMPLIFY
Objective Trigger TA about the upcoming big yellow duck
Give TAs a chance to experiethe famous big yellow duck
Amplify those to mass consumers
Message The famous giant rubber duck is coming to town – the 1st ever in Vietnam
Together with Phu Hung life & yellow duck come back to your childhood and enjoy the lifetime with happiness and peacefulness
Let more people experience the happy moment and enjoy lifetime
Key hook Demo yellow duck before 2day launcing
Bring the famous yellow duck to Vietnam - Place it in Crescent lake
Online advertorial
Supportive tactics
Online advertorialTv news
Weekend on ground activities“Cùng Phú Hưng life trở về tuổi thơ” photo contestSocial seedingInfluencer
Social seeding
TRIGGER
Generate awareness by trigger news and information via online and offline advertorial
EXPERIENCE – BRING YELLOW DUCK IN VIETNAM – CRESCENT LAKE
Place yellow duck in Crescent lake to draw attention and give Tas a chance to enjoy weekend with happy moment
AMPLIFYEXPERIENCE – WEEKEND ACTIVITES AT CRESCENT LAKE
Beside that, create more weekend activities to keep attention and continue to generate awareness about this big event
EXPERIENCE – PHOTO CONTEST
To bring those happy moments happen on-ground to ONLINE to spread them to SOCIAL to make a trend as well as generate awareness and trigger more Tas to engage in those activities
EXPERIENCE – INFLUENCERS/SOCIAL SEEDING
Cooperate / inspire influencer to take photos then seeding to social to trigger more and more Tas engage in those ON GROUND experience
AMPLIFY
KEY LEARNING
high traffic touch point Created a huge awareness about campaign with nice key hook as rubber duckBe the talk of the town for a while
Crescent lake is not the most favorite place for young family with kidsWeak link to brandPeople just know about the giant yellow duck , they do not care much more about Phu Hung life and its communication message
PROS CONS