Generali - Analysisng the campaign report - I/ Summary: In this report, I will describe and examine - StuDocu

I / Summary :

Inthis

report,IwilldescribeandexamineacampaignthatIwasimpressedwithatmyfirst

sign-campaign“Songnhuy”ofGeneraliVietnam.Thereportwouldconsistofdescribing

thecampaign,examiningbasedontheoreticalknowledge,personalopinions,andalso

giving recommendations for prospective improvements .II / Description :

Generali,whichhasbeenoperatedinItalysince1831,isknownasoneofthelargest

insurancesintheworld.However,whenitenteredVietnamin2011,ithadtocompetewith

variouscompetitorswhichhadbeenpopularquiteawhilepreviously,includingBaoViet,

Prudential,AIA,etc.Before2019,GeneraliVietnamrankedoutoftop5(top8)inVietnam

insurancemarket,theprofitwasalsonegativeandhadtobesupplementedthecapitalfrom

the holding company ( Generali, 2019 ) .

Withthatproblem,Generalihasorganizedacampaignnamed“Songnhuy”sincetheendof

2019toattractaudiences’awarenessandpositionthebrandinthemarketinsurancemapin

Vietnam.Thecampaign“Songnhuy”isthecombinationofmanyshortstorytellingmusic

videospublishedonYoutube,whichallhighlightedthekeymessagethatlet’sbeyourself

anddowhatyouwant.Theinspirationmentioned“Eachpersonhasalifetoliveandaway

togo.Ifyoulove,pleaseacceptandshareso

thateveryonecan”liveastheywant”-

courageously,stronglylivethelifetheydreamwithenthusiasmandpassion”(Generali,

2021).Inthiscase,Iwillmentionthefourhighlightedvideos,whichwerepublishedonTet

2020, Women’s Day 2020, Father’s Day 2020 and Tet 2021 (Appendix 1).

Asaresult,Generaligainedachievements,bothinawarenessandsales.Intheawareness

campaign,Generaliwontheprize“MarketingCampaignoftheYear”byInsuranceAsiaNews

2020fortheseries4musicvideos,goldprice“BrandRecognition”attheMMASmarties

Awards2020,etc.Moreover,thecampaignalsohasreceivedmanypositivefeedbackfrom

theaudience,attractingmorethan100millionviews,sharesandcommentsonGenerali

Vietnam’sofficialYouTubeandFacebookchannels,especiallyfromalargenumberof

Millennials,thetargetaudienceofthecampaign(Generali,2021).Onthesalesside,

althoughGeneralisaidtheydonotfocusmuchon,ithasbeengrowingstronglycomparedto

theperiod2017-2018(Baotuoitre,2021).Thenetprofitgrewstrongly,to1.54billioneuros

(comparedto774millioneurosinthesameperiodin2020).Themarketsharealso

increasedby0.4%,andsurpassedHanwhaLifetobethetop7intheinsurancemarket

(Pham,2021).Inconclusion,Iarguedthat“Songnhuy”byGenerali

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isasuccessful

chiến dịch for some fundamental reason .