song nhu y campaign and the journey of understanding generalis customer pain

3+ Define the target market as precisely as possible e.g., age, gender, + Research the need, interests and preferences of your target market e.g., product service need, lifestyle and hob

FPT UNIVERSITY- CAMPUS CAN THO

Can Tho, 17/2/2024

ESSAY ASSESSMENT

1.1 Overview about the communication campaign: Analyze the current status of the company's service products in the market 3

+ Define the target market as precisely as possible (e.g., age, gender,

+ Research the need, interests and preferences of your target market (e.g., product service need, lifestyle and hobbies). 9

1 Introduction about the communication campaign

1.1 Overview about the communication campaign : Analyze thecurrent status of the company's service products in the market.

+ Overview of the company:

As a Life Insurance company, Generali consistently leads its clientsto a life of integrity and peace of mind Recognizing that forcingone's own beliefs on others and conforming to social norms is theprimary source of all issues, the "Song Nhu Y" universe was born tosympathize and a desire to spread happiness.

Generali - No 1 insurance group in Italy

+ Overview of the campaign:

It's not as dry as people often think about insurance industrycommunications With the "Song Nhu Y" universe, Generali has beenable to establish a reputation for standing "side by side" with itscustomers during trying and stressful times.;

The message "Song Nhu Y" from Generali has two layers of meaning:The first is promoting the joyful, upbeat way of life known as"La Dolce Vita" among the Italian people The nation whereGenerali Life Insurance was founded.

People are urged to "live according to their will" in the secondarticle of the message There is only one life, we have no

obligation to live according to other people's wishes Respectand support the people you love and live as they wish

Campaigns in Generali's "Song Nhu Y" universe1.2 Identify target customers:

+ Define the target market as precisely as possible (e.g., age,gender, location, income level)

The "Song Nhu Y" campaign is aimed at young individuals who leadactive lifestyles and uphold personal values in Vietnam People whoare between the ages of 25 and 40, usually in the process of startinga family and a profession They are concerned about safeguardingtheir own possessions, as well as their families' futures.

Each campaign in Generali's "Song Nhu Y" universe has a differenttarget audience and message They differ in age, gender, interests,and lifestyle But they all share the same desire to be themselvesand pursue their own unique lifestyle.

1 ;Song Nhu Y - Be yourself because you only live once in yourlife.

2 ; Song Nhu Y - Women! Every joy deserves to be loved

3 Song Nhu Y - Being a father is difficult, it's no joke

4 Song Nhu Y - You don't need Everything as you wish, just Onething as you wish

5 Song Nhu Y - Generali Vietnam 10 years standing by yourside

6 Song Nhu Y - When having a child, a mother's expectations arevery small

+ Research the need, interests and preferences of your target market (e.g., product service need, lifestyle and hobbies).

With videos of less than 5 minutes, the brand has gently touched thehearts of many audiences Especially the Millennials and Gen Zgeneration When is a touching story of an affectionate father and adaughter with many dreams of "Going home for Tet" amid the chaosand worries of a living life Tet is not only the obsession of youngpeople but also the pain of parents Sometimes it's a story of healing"For the children who work hard early and late For those who aremaking constant efforts Love yourself a little, give life what youwant"

Through meaningful messages, the short music film series "SongNhu Y" also contributes to increasing the audience's recognition andlove for the brand.

Right in Saigon on December 14-15/12/2019, Generali Vietnam andthe Italian Embassy recreated a "little Italy" for 10,000 guests Withthe desire to spread the happy, optimistic lifestyle "La Dolce Vita" ofItalians Customers and their families coming here will experiencethe most authentic way of living "like an Italian" The event wasgrandly held at the Independence Palace, with a series of activities,games and Italian-standard performances.

Invitation

After the Living Like You Festival, Generali officially launched theBumper Ads series In just 6 short seconds, the series of bumper adsdepicts "outstanding" issues in today's society From there, we

conclude that if you love, accept and share so that everyone can"Song Nhu Y".

Song Nhu Y - Generali 6s Bumper AdsSocial:

MC Tran Thanh

Zing mp3PR:

Introducing the festival

Bumper Ads 6s

+ Create actractive content marketing to identify the communitystrategy of the company.

In recent years, Generali has strived to deploy many ideas andstories in a delicate, chained and cohesive way in the "Song Nhu Y"platform Always bring curiosity to viewers in the next campaigns.Instead of just focusing on product and brand advertising, Generalifocuses on creating valuable content for customers They producevideos and articles about people's success stories in protecting theirassets and future Generali then craft our brand positioning as "Aninnovative and inspiring insurance brand for customers" (Innovationand Human Touch)

+ Decide channels that company want to distribute thecommunication campaign (Facebook, Tiktiok, youtube…)

Not only launching a series of short music films on multi-platformYoutube, Facebook, and TikTok Generali also cleverly choosesappropriate activities and deploys communication in a sequentialmanner in a storytelling style In order to help the "Song Nhu Y"universe reach the maximum of different customer files.

Generali "plays" the part of a young buddy sharing and encouragingpeople with brief, "easy-to-digest" content on the brand's FacebookFanpage, avoiding the monotony of merely providing information tousers To keep campaign followers intrigued, there are a number ofminigames woven into the poignant updates, such minigames suchas chasing pictures and guessing messages

Minigame in the facebook

To propagate its message, the brand also collaborates withneighborhood fan pages like Hai Chieu, Xanh Muot, Dieu nho xiu xiu.In addition, the KOC network makes a leaves many impressions withreal-life tales.

Tik Tok, the place where the world of "Song Nhu Y" reaches out toGen Z through snippets of Brand Film or a podcast series incollaboration with Vietcetera

Zing MP3

The podcast series "Have a sip" in collaboration with Vietcetera andthe podcast series "Give me a ticket to childhood" with theparticipation of Why, Radio The Memory Keeper Perhaps that is thenew point in Generali's storytelling in the last 2 years.

With creativity and hitting the right "paint point" of customers, themusical film "Living Nhu Y" reached 30 million views on YouTubechannel (not including Facebook channel).

Won the gold award at SMARTIES Award Vietnam 2020 and is theonly representative of Vietnam to enter the APAC YouTube AdsLeaderboard in January 2020.

Generali has achieved 2 Marketing Objectives:

(1) Increase the level of brand recognition of Generali company(2) Increase customer affection for the brand “Living Like Italy” isone of the most prominent campaigns among more than 100 Tetcampaigns in 2020 and achieved many other impressive resultswhen increasing recognition and popularity.

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