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BRAND CHALLENGEPrudential is the first brand who has been established and sustained its foot-hold in the communication proposition of Family values.. This family values proposition is no

COMMUNICATION REVIEW

Composed by Zennie Trang Nguyen for University of Economics Hochiminh City - Year 2018

SAMPLE WORK

MARKET OVERVIEW

• Vietnam Insurance market has been categorized into 2

sectors: Non-life and Life Insurance with the expected

growth rate of over 20% yearly, weighted to Non-life

Insurance sector

• Prudential is the leading brand in Life Insurance sector,

directly competing with Manulife, AiA, Dai-ichi life, Generali

• Insurance products are not merely competed via Price

range but very much driven by the company credibility, the product’s offered values and accompanied benefits

• Most of life insurance products are distributed via

sales-agents which account for the Personal Selling and Direct

Marketing to be leveraged as the main communication

discipline, just a few of them (Prudential, Manulife, ) are

going to other marcom tools (Advertiisng, PR, Digital,…)

• AiA are recently extending its sales line to the bank

partnership with VPbank, Citibank,…

BRAND CHALLENGE

Prudential is the first brand who has been established and sustained its foot-hold in the communication proposition of Family values

This family values proposition is now becoming the shared platform with many other competitive players:

• Manilufe - Empathy is the most valuable gift to your family

• Generali - Protect your family “la dolce vita”valuable moments

It puts Prudential’s long-sustained communication into a challenge of being threatened by competitors.

COMMUNICATION TASK

Get Prudential’s Brand emotion tightened

among its Target markets those who care and embrace family values

in order to strengthen the brand leading position by maintaining its relationship with target markets.

THE CAMPAIGN: “I AM OK”

PHASE 1: TEASING

Audience gets to curiosity

when all featured characters

in the clip says the same

thing: “I’m Ok”

The brand leaves a big

question to what’s truly

behind the common phrase

of “I’m Ok” and paves the

way for what will be

revealed in the next.

Teasing Clip 30s

PHASE 2: LAUNCH

The full content clip was immediately released to reveal the truths behind “I’m Ok”

teasing clip Those truths implicit a “blind” gap inside of each characters and it has

awakened the discerning care among Audience

link: https://youtu.be/DDDl0YlrFak

Full content clip

Content vides link: https://youtu.be/YSh7eGfU9iY

link: https://youtu.be/RVFhCKjwHAY

link: https://youtu.be/cJATFm5pLhk

Family members are often borrow the phrase

of “I’m Ok” when being asked if they’re doing well The phrase

becomes commonly used

to sway away others’

worries and cares.

PHASE 2: LAUNCH

Following up with the full content clip, the conversation about the common phrase“I’m Ok” started to raise

through series of KOLs’ Facebook posts, grab Audience attention and also was brought to a further

discussion via KOLs’ shared stories themselves.

Facebook posts Online Advertorial

Microsite

Anchored the conversation on a informative microsite, tagged with the up-sales function

to Family-oriented Prudential Products

link: https://www.giadinhlavogia.com.vn/

PHASE 3: SUSTAIN

The campaign was sustained to catch up with 2 critical momentums of Mother day (May) and Father Day (June) when Moms and Dads express what is truly hidden behind their common phrase “I’m OK” It reminds Family members of their deeply listening to each other and mutually understanding for a tightened family bonds.

Mother Day

link: https://youtu.be/xLE0gk3ptGA link: https://youtu.be/zQxYR45QQPQ

Father Day

COMMUNICATION FRAMEWORK

15 April

LAUNCH

16 April - May

SUSTAIN

10 May - 16 June

COMMUNICATION TASK Get Prudential’s Brand emotion tightened among its Target markets those who care and embrace family values.

COMMUNICATION STRATEGY “I’m OK” campaign convinces those who care and embrace family values that Prudential believes in family bonding and understanding that could be reinforced by the truly deeply discernment between Family members.

KEY MESSAGE Truly Listen, Deeply Understand Family Love

Website Online Press Facebook Youtube

CREATIVE ASSETS Teasing Clip 30s Full content (follow-up) clip

Informative & up-sales microsite Online Advertorials Series of KOLs Post Mother Day Clip Father Day Clip

CAMPAIGN

ANALYSIS

THE CAP

MARKET

OUTLOOK EVALUATION: A.B.C MODEL

ATTENTION:

• The campaign was strongly grabbed Audience attention because it

tapped into the discerning truths behind everyone’s common phrase:

“I’m Ok” that may cause the gap between Family members

BRAND FIT:

• This emotion-driven campaign with its strategically inline message

strengthens the current Prudential communication platform of “Gia Dinh

La Vo Gia”; heighten the long-sustained Prudential promise on “Listen to Understand” It consolidates Prudential’s brand love in a meaningful and relevant way

CHANGES:

• The campaign revolved around the family-based values, created

positive changes among family members so that they could better understand each other in a discerning way

• Prudential brand gots to a tighter bond with its target market in the role

of a discerning Brand care for family values which is very much appreciated by Vietnamese.

IMPLICATION

• given the fact that “Family value” is the

most-attracted proposition that Life insurance brands has tried to set their footholds on, Prudential has its advantage

of being the first one to claim it and the only one who keeps building up and

strongly owns “Family Values”

• Communication effort should be extended

to Through The Lines with the mindful focus on Product knowledge so that the Brand could gain its bigger impact to move

up to the Act from the currently enriched emotions.

THANK YOU

THE END