Our target customers are at a significant life crossroads: newly married, navigating the financial commitment of a first home mortgage, stepping into leadership roles at work, adjusting to the news of their parents' impending retirement, and celebrating the arrival of newborns.    

These milestones, commonly converging around the age of 30, can overwhelm many with newfound responsibilities, leading to stress and moments of suffocation. This pivotal stage often hinders their ability to appreciate the beauty in life's new chapters. In their search for stability and assurance, our audience seeks solutions that offer security and peace of mind, enabling them to harness positive life energy and fully embrace the next phase of their journey.

Understanding the depth of our audience's journey, we've crafted a response that transforms their quest for stability and assurance into an opportunity for growth and joy, setting the stage for a campaign that resonates deeply with their aspirations and challenges.    

We introduce the brand platform “Luôn Hân Hoan với Hanwha,” where “Hân Hoan,” echoing the brand name “Hanwha,” signifies 'joyfully welcoming everything in life.' This embodies the brand's commitment to fostering a positive attitude towards life’s journey, filled with inspiration and lifenergy. Embrace 'Luôn Hân Hoan'!    

Hân hoan to embrace new challenges, as each brings a chance to grow.  

Hân hoan to shoulder responsibilities, finding strength in what we owe.  

Hân hoan to seek new inspirations, letting our passions freely flow.  

Hân hoan to conquer difficulties, overcoming every low.  

Hân hoan for a sustainable future, where joy and accomplishment intertwine. Feel the joy you create, face the risks with courage, knowing Hanwha has your back.    

With Hanwha, Korea’s pioneering life insurer, choose to 'Luôn Hân Hoan'—joyfully welcome life's every facet!    

With Hanwha, joy and courage lead the way, reinforcing our position as Korea's pioneering life insurer and your partner in welcoming life's every facet. The "Luôn Hân Hoan" platform aims to forge a deep emotional bond with Vietnamese consumers, enhancing brand recall and affinity.

This strategy will elevate Hanwha's market presence, resonating with those navigating life's milestones in their 30s.

To maximize the reach and impact of our message on brand platform “Luôn Hân Hoan”, we launched a main Music Video as the key asset, together with its shorter version widely distributed at high reach and weight on both TV and Online Video platforms, combining with a series of contextual Visuals to stronger associate brand image with the uplifting vibe. Our strategy targeted a wide group of potential audience instead of going mass, by filtering only the most relevant media signals that matched with brand’s customer portrait, ensuring widespread dissemination of our core message, communicating the relevant message to only the right audience, which helps increase overall campaign’s favoritism..    

In an innovative move to infuse Luôn Hân Hoan platform among our customers, we featured Hanwha staff dancing to the “Luôn Hân Hoan” jingle in a series of videos. This not only celebrated our customers but also kicked off a social dance challenge, inviting widespread participation across social media platforms.    

Under Tequila's astute management, our social media strategy was meticulously crafted to not just cast a wide net but to weave a web of authentic connections. We strategically partnered with influencers whose real-life experiences mirrored the key life stages depicted in our campaign assets—newlyweds, families with children, and dynamic singles. This careful alignment ensured that our message resonated deeply and authentically with our audience. Moreover, we adopted engaging content formats inspired by popular K-culture entertainment, such as YouTube video reactions, to captivate an audience already enamored with such formats. These innovative approaches significantly accelerated the impact and breadth of our social outreach.    

Our efforts bore fruit, evidenced by Facebook and TikTok engagement rates that were nothing short of remarkable. Within just two weeks of launch, our campaign's performance metrics not only soared past initial KPIs by over 50% but ultimately exceeded our highest expectations by 156% by the campaign's conclusion.    

The synergy between Tequila’s strategic social media initiatives and the OMD team’s adept handling of TV and YouTube placements magnified our message's reach, with outcomes that far surpassed our goals. This collaborative success story stands as a testament to the campaign's profound resonance and our message's vibrant propagation.

Our campaign achieved remarkable results, marking a significant milestone in Hanwha Life's journey:    

1. We reached 1 million people and garnered 2 million engagements across our social media channels.  

2. The campaign's Music Video, “Luôn Hân Hoan với Hanwha,” achieved 6 million views on YouTube within the first two months, setting a new record for the life insurance category against our largest competitors.    

The comparison between pre-campaign and post-campaign surveys highlighted our accomplishments:    

1. Hanwha Life's Total Spontaneous Awareness surged by 29% in absolute terms, propelling us from 9th to among the top 5 brands in terms of brand awareness, alongside industry leaders like Prudential, Baoviet Life, Manulife, and AIA.  

2. Following the campaign, 95% of the audience correctly identified Hanwha Life as a Korean brand, associating it with dynamism, youthfulness, energy, and reliability. This not only achieved but exceeded our goal of accentuating the brand's Korean origins.  

These achievements not only demonstrate the campaign's success in enhancing Hanwha Life's market presence and brand perception but also set a new benchmark for excellence in the life insurance industry. They pave the way for continued growth and innovation at Hanwha Life, reinforcing our position as a leader in the sector.