Generali Vietnam was honoured in the “Marketing Initiative of the Year” category at the Insurance Asia Awards 2022 for its “Loi Cau Hon Thu 2” (The Second Proposal) marketing campaign.

The Second Proposal enabled Generali to be consistently ranked top 1 in social media share by YouNet Media during the campaign’s roll-out period, with reach of more than 40 million, 35 million views and 10 million engagements.

The campaign significantly improved Generali’s brand awareness, consideration and preference scores, maintaining its market-leading position in R-NPS and measuring overall customer satisfaction.

The Second Proposal is an integrated marketing campaign launched by Generali on Valentine’s Day 2022.

The campaign comprised a music video inspired by classic love stories, impressive LED displays showcasing romantic proposal messages, and “love” buses dispatched on major streets of Ha Noi and HCM City to carry meaningful messages of “lifetime bonding” from Generali to its customers and the community.

“The Second Proposal has followed other successful brand campaigns of Generali in recent years, such as Song Nhu Y and De Ngay Mai Luon Toi, to bring our brand closer to millions of customers. The campaign’s name itself, The Second Proposal signifies Generali’s commitment to becoming a Lifetime Partner to our customers by continually delivering them the best-in-class insurance products and services,” said Generali Vietnam CEO Tina Nguyen.

The Insurance Asia Awards is an annual programme organised by Charlton Media Group honouring outstanding insurers for their contributions to the advancement of the insurance industry in the region. — VNS