Generali Vietnam has received the “Marketing Campaign of the Year” award from InsuranceAsia News for its “Song Nhu Y” (Live the Life You Desire) campaign, a series of four videos launched in 2019.

The campaign consists of a series of short music videos telling stories of people living the lives they have always dreamed of. The videos have attracted more than 100 million views on Generali Vietnam’s official YouTube channel and Facebook page, as well as 4 million shares and comments, especially from Millennial viewers, the campaign’s target audience.

The 2020 Lunar New Year and the Father’s Day music videos of the “Song Nhu Y” campaign also made it on to the YouTube APAC leader board for “Top YouTube Ads People Watched in Asia-Pacific”. The campaign also earned Generali Vietnam the Gold Winner prize for the “Brand Awareness” category at the MMA Smarties Awards 2020, celebrating outstanding marketing achievements.

“Through this campaign, we want to encourage everyone to embrace their loved ones’ dreams, so all can 'live the life they desire' – being brave and strong to live the life they have always imagined with passion and enthusiasm,” said Tina Nguyen, Generali Vietnam CEO.

Generali Vietnam has recently released the 2021 Lunar New Year music video, capturing the touching story of an affectionate father and his young daughter struggling between “going home for the new year” or “staying in the city” amid all the hustle and burden of life. The music video resonates well with the audience after such a year full of uncertainties and losses due to the pandemic and natural disasters, and thus quickly became popular online.

It features a perfect blend of Vietnamese and Italian cultures as it combines the melodies of the Italian folk song “Bella Ciao” and popular Vietnamese song “Cho con” by songwriter Pham Trong Cau. It continues to deliver the positive message of “Live the Life You Desire”, encouraging sharing, caring and empathy among family members so they can be strong shoulders for one another to lean on in hardship and together celebrate the New Year they desire. — VNS