Our quantitative survey with over 150 target audience, including current and prospective advisory agents pointed out an exciting opportunity for Chubb Life to hook them at scale. Beyond great career achievements in terms of finance and reputation, their unmet career aspiration is workig for a company that enables them to stand up for meaningful social purposes. However, most employers in the category were offering financial, statual and reputational guarantees, making the career path of advisory agents a choice that is highly individualistic and selfish, and success being judged from a very materialistic point of view. Taking this aching conflict between the target audience and current employers in the local insurance category as the inspiration, Chubb Life decided to intervene insurance career conversations with an unconventional precedent of success: Humanity. Throughout the whole campaign, humanity will be: The shared value between Chubb Life and its existing and prospective employees, and one of the most important criterias for selecting successful candidates. The weapon that leads every Chubb Life’s advisory agents towards success. In other words, their success will not be counted by the number of insurance policies sold, but the number of people they are able to protect, including themselves, their loved ones, and Vietnamese families who are in need of protection. The force that support them on the journey towards success: By working with Chubb Life, they will receive honest and passionate guidance, support and opportunities from senior leaders. They will never have to take the lonely fight for success by themselves.

Having decided that our strategy would be redefining the precedent to success in the insurance category with humanity, Chubb Life launch the integrated campaign called Chubb Life - Nơi lòng nhân trải bước thành công (Chubb Life - Where humanity lead the way) to bring to life the highly different career path that existing and prospective advisory agents go on with Chubb Life as their employer. At the center of this campaign is the "double success" of Chubb Life’s advisory agents - achieving career success while also providing a fulfilling life for themselves and their families, as well as creating positive value for society through their commitment to protecting the health and finances of the Vietnamese people. This success originates from the "compassionate heart" of each member and is fueled by the passion of a group that embodies "Excellence - Professionalism - Ethics - Creativity - Enthusiasm - Ambition." Before launching the campaign for mass users, Chubb Life held an Offline Event with agents in Hanoi on 10th October, 2022 to internally launch the campaign with Chubb Life's current agents. In this Offline Event, Chubb Life's communication message (as well as Chubb's values) were clearly conveyed through many activities, including a very meaningful exhibition - an area for displaying real, inspiring stories of outstanding agents at Chubb Life. The campaign's main asset is short film “Nơi lòng nhân trải bước thành công", which portrayed the challenges and obstacles that financial insurance advisors face every day, as well as the "sweet fruits" after months of persevering to build a stronghold to protect customers. Thanks to that, the journey on the "road to success" of a Chubb Life sales representative is vividly and emotionally depicted.

The short film was also widely spread on social media communities such as "Lang thang Hà Nội”, “Chuyện của Sài Gòn”, “Cháo hành miễn phí”, “Advertising Việt Nam”, “Brands Vietnam” creating a synergistic effect Chubb Life aims to build a recruitment brand by celebrating the unique culture of its team. The company recognizes that there is nothing more inspiring than "real people, real stories", so it has enabled the microsite with "Listen to stories of protection from the heart" podcast series. By utilizing an emotional storytelling approach by its team members, Chubb Life once again celebrates the unique cultural identity and recreates the distinctive journey to success of its Sales team on this microsite. Furthermore, with the desire to provide a multifaceted perspective on the value of insurance protection, Chubb Life has also published the content series "Thoughts of the Insured" - real stories about customers who have been accompanied and protected by Chubb Life on their microsite. Chubb Life has successfully increased interaction and amplified the communication impact of the campaign through a harmonious combination of in-depth media coverage on PR to help the public better understand the message, as well as concise, creative, and youthful content on social media platforms. The success stories are told in a natural and concise yet profound way. From personal experiences, Chubb Life has brought a multi-dimensional perspective on the profession of insurance and the journey towards each individual's new heights within the large collective. These are also creative activities on the official fan page of Chubb Life, such as "Ở đây có trạm sạc lòng nhân" and "Playlist – Động lực tiến bước thành công" to cleverly and deeply convey the values of the heart and success. In addition, Chubb Life also leverages the viral power of mini-games within the campaign framework to help generate huge levels of engagement directly on the Fan Page.

Full Thematic Film performance In general, film assets on all platform (Facebook, Youtube and TikTok) hit 100% planned KPIs, which: On Youtube, Full thematic video reached more than 5 million views which recorded the highest avg. watch time (l min36s), which indicates that viewers were most immersed in this asset. On top of that, viewers who were approached by the full thematic video were more likely to visit Chubb Life's website campaign LP than 30s versions. Thus, this further reinforced the likelihood of target audience taking the desired actions upon being fully exposed to Chubb Life's emotional and meaningful message. The Full Thematic Film on Facebook recorded the best performance in terms of clicks to Chubb Life's website (0,72%) and campaign LP, further reinforcing the possibility that the longer viewers immerse in Chubb Life meaningful thematic film, the stronger their intention to further explore what the brand has to offer is. Across all channels, TikTok is the 2nd best-performing channel in terms of driving audience interest (demonstrated through its average. watch time (13.68s) and click rate(0.19%)). Nevertheless, Chubb Life's videos were posed in the landscape format. Microsite performance In a period of 1,5 months (from Nov 1 to Dec 18, 2022), the total number of new users accessing the website was 37,975 users with 45,350 page views in total, a remarkable performance for a microsite relies mostly on organic traffic, by creating unique and authentic content. Most visits were recorded as coming from Organic Social (18k), which indicated a strong interest in Chubb Life's campaign among the exposed social audience. Following this source of traffic were the significant visits from Unassigned (14K), Paid Search (5.3K) and Direct (743) sources.