Vietnam customers always expect regular engagement with insurance brands, which operate in a sensitive industry in the country. This helps to build credibility and enhance the connection with their current customers as well as tap into the mind of their prospects.    

Despite the challenging situation of the insurance sector, there were potential avenues to reconnect with customers. Leveraging the popularity of music in the Vietnamese market provides a strategic tool for brands to embed themselves in customers' minds. Brands incorporating music are notably appreciated, fostering a stronger connection. Additionally, customers have a tendency to remember and sympathize with brands that keep regular contact with them. Gestures of appreciation such as gifts, vouchers, or friendly tokens can be utilized to enhance customer engagement and contribute to customer loyalty. Given the prevalence of social media, especially among the Vietnamese youth, genuine and inspiring stories resonate, motivating them in life. The growing number of Gen Z voices on various platforms underscores their confidence in sharing views and interests.    

Understanding the nuanced insight of its target customers aged from 18-49, FWD can stand a firm chance to win back its customers’ heart and trust by a 10-year campaign featuring interesting activities designed to meet their need.

As a recent and dynamic entrant in the insurance industry, FWD is dedicated to promoting the celebratory theme and building awareness. A distinct 1OxFWD logo has been designed for the anniversary, incorporating layers of profound meanings. The letter "O" in the logo, replacing the number 0, signifies an endless loop and perpetual motion, while the "x" suggests a bright future where the brand can exponentially grow in terms of scale and persistence. FWD aims to convey the "Celebrate 10 years young" message consistently across all activities, both internally and externally, from office decorations and "celebrate living" events to images, hashtags, and other communication materials. Using the term "young" plays with the conventional notion of age, implying FWD's youth, energy, and the ongoing journey to change the way people feel about insurance.    

Going beyond a celebratory campaign, the Celebrate 1OxFWD served as a tool to raise awareness of a decade establishment and growth of FWD by subtly embedding number 10 in all activities. While the 1OxFWD Bus aimed to extend its brand presence geographically and deeply engage with the public in selected areas, the FWD Music Fest was a large-scale event designed for FWD’s existing customers and stakeholders. It served to reaffirm and disseminate the brand message through a once-in-a-decade music experience.  

Traversing the country, the 1OxFWD Bus promoted the positive spirit of "Press Play, encouraging individuals to pursue unfinished dreams and embrace life's challenges. By pressing the iconic "Play" symbol, also the brand logo, all participants showed their support for those hesitating in their choices. Accompanying a double-decker bus, various activities were carried out to engage customers: Music box: a unique moving karaoke for visitors to enjoy performing and relaxing with their companions.  

- Fun and easy minigames of pressing the Play symbol  

- Presenting 10 real-life “Press play” individuals to inspire and motivate people  

- 10 special music shows on a double-decker bus throughout the journey that brought about “celebrate living” moments and first-in-Vietnam experience  

- 10 meaningful CSR activities including financial literacy workshop, tree planting, beach cleaning….with the participation of FWD staff/agents and local communities.  

The FWD Music Fest under the Celebrate 10xFWD campaign, was a substantial investment in both scale and quality, serving as an exclusive playground and a gesture of appreciation for FWD's customers, partners, agents, and staff. The campaign seamlessly embedded the 1OxFWD logo and "Celebrate 10 years young" message in all aspects, from event design to materials. The event was a showcase of a holistic and careful plan with multiple key highlights:  

- Positive message: The 1OxFWD logo and “Celebrate 10 years young” message were subtly embeded in all event design and materials.  

- Inspring opening: highlighting the 10 markets that FWD has been present in the past 10 years, a unique performance featuring with their traditional costumes and languages warmed the event up from the first minutes.  

- High-profile artists: To create a once-in-a-decade experience, 10 artists with millions of followers on various platforms were miticulously selected as ambassadors for the event. This not only attracted additional audiences within their fan communities but also ignited widespread interest across the country and generated high demand for event tickets.  

- Attentive customer care: A dedication to customer satisfaction was prominently showcased at every touchpoint: ticket distribution, instructions prior to main event, and event insurance for all customers. Unwavering effort was put in stage design and performances to seat allocation, check-in processes, and event security to ensure distinctive customer experience. In addition, FWD Vietnam CEO sent a heartfelt appreciation to all audiences for their long-lasting trust, and support to FWD as well as their time for the event.

The Celebrate 10xFWD campaign was a substantial investment in both scale and quality, serving as an exclusive playground and a gesture of appreciation for FWD's customers and stakeholders including partners, agents, and staff. The event cerated a once-in-a-decade experience, helping to reaffirm the brand vision and message as well as disseminate the celebratory spirit. Occurring from May to Sep 2023, the campaign was a showcase of a holistic and careful plan with multiple key highlights:  

- Singer fandom engagement: To create a once-in-a-decade experience, we meticulously selected 10 artists for each sub-campaign, who owns millions of followers on various platforms, making them ambassadors for the events. This not only attracted additional audiences within their fan communities but also ignited widespread interest across the country and generated high demand for event tickets.  

- Digital ticket interactions: Utilizing our tech-savvy approach, we engaged customers digitally through unique links for The FWD Music Fest ticket registration. Within two days, 8,000 tickets were sold out, creating a competitive environment where customers vied for tickets, leading to a surge of interactions on social platforms.  

- Interactive minigames for tickets: Throughout the campaign, these games generated substantial interactions, resulting in a high level of brand and key message mentions due to the protocol requiring users to include the brand name and key message in their responses. Especially, online minigames were the secondary opportunity for audiences to acquire additional The FWD Music Fest tickets on our fan page.  

- Extending engagement from offline to online: Extending the shows to digital platforms like Facebook, YouTube, and TikTok exponentially expanded our audience reach beyond the physical location capacity, making our once location-specific event truly national. Collaboration with VieON, Vietnam's largest OTT platform, further broadened our audience through virtual events, allowing people from all parts of the country to partake in the celebration.  

- Hashtag trends: Leveraging the viral potential of social platforms such as TikTok and Facebook, we embedded our brand hashtags, #FWDBảohiểmdễhiểu #FWDTiếnbướcsốngđầy; #FWDChuyếnxexuyênViệt2023; #FWDMusicFest2023 and #10xFWD, in our content. This initiative was embraced by community pages and key opinion leaders, leading to the trending of our hashtags.  

- Sustaining engagement throughout the event: Gamification in the form of interactive quizzes before, during, and after the live event stream enhanced the online audience's experience. These quizzes not only engaged the audience but also reinforced our brand promise of celebrating life.  The Celebrate 1OxFWD campaign went beyond mere celebration, reflecting a harmonious blend of insight understanding, strategy building, creative ideas and seamless implementation.

Leveraging a 360-integrated marketing approach, the Celebrate 1OxFWD campaign achieved significant success for FWD in terms of awareness. Key activations, including roadshows, events, news features, testimonials, social media, and out-of-home initiatives, effectively reached customers across both online and offline platforms.  

The 1OxFWD Bus, listed as Top 7 events on social media in May (by Buzz Metric), garnered the participation of 789,225 individuals who joined pressing Play for their unfinished freams with FWD, and over 20,000 customers attending the 10 activation nights across Vietnam while the FWD Music Fest event drew engagement from more than 10,000 on-site attendees and 1.5 million real-time livestream viewers. Messages resonated effectively through music on TikTok, Facebook, and OTT platforms, reaching over 116 million people and generating 841,289 interactions, along with 101,000 event mentions. The campaign set a TikTok record for FWD with over 66 million accumulated views, thanks to a hashtag conveying the 1OxFWD message. Social buzz persisted for two weeks post-event, contributing to a gain of over 6,000 new followers on TikTok and Facebook. Earned media surpassed paid media, comprising 34% of total discussions. The event secured the 2nd place in the Top 10 social events for September (by Buzz Metrics).  

The campaign significantly bolstered brand awareness, increasing 5 points in June and 4 points in September with the attributes of trustworthy, relevant, and innovative ranking No.1 (according to Blackbox). With all the impressive results, the Celebrate 1OxFWD campaign was recognized as Top 8 Best Campaigns on social media in September in Vietnam (by Buzzmetrics Vietnam).