BRAND:
SUN LIFE
AWARD CATEGORY:
The Best Use of Technology in Social Media Marketing
CAMPAIGN TIME RANGE:
02/7/2021 - 30/8/2021
CREDITS:
CASE STUDY VIDEO
STRATEGY
Sun Life Vietnam just entered its first Bancassurance partnership in 2019. To focus on affluent and high mass affluent segment of Banca and other channels, Sun Life develops the 1st Affluent product as a UL product called SUN – Song Tinh Hoa.
SUN – Song Tinh Hoa offers comprehensive insurance solutions with safe and effective assets accumulation, outstanding insurance coverages and differentiated services.
Position as a middle high-end product, the launch is a good chance for Sun Life Vietnam to promote product benefits to the affluent and high mass affluent target audience and enhance the brand in general.
The content strategy is focused on delivering product benefits and key message of the products: Leaving a legacy for their future generations, health care for their families
INSIGHT
Social contents to call for prompt preparation of wealthy parents to protect and transfer legacy and re-affirm SUN – Sống Tinh Hoa as a first choice for legacy transfer and convince target with TVC, diversify social content to promote product feature and special product offering, Mini game, social engagement, avatar changing to create buzz & engagement with audience
CREATIVE IDEA
“Legacy Transfer” or in Vietnamese called “Sống Tinh Hoa” is a term that will take time for transfer all assets and knowledge of entire all generation. Wealth, Legacy Transfer (Kế thừa vị thế, nâng tầm thế hệ)
Leaving a legacy for their future generations, health care for their families is the most concerned of Affluent segment then we create the TVC to address this concern and solution.
CONNECTION PLAN
View detailed in Submission form
OBJECTIVE-BASE KPI
- Increase product awareness among Target Audience and drive theme to our website to learn more about the product (10%)
- Increase engagement and interaction among Target Audience
- Increase lead form submission
