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