#News: Grading the way to “Sell Insurance” – Progressive Insurance “Sells Insurance” in a humorous way, Generali is steadfast with “Content” Healing

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In recent years, the insurance industry has not only marketed about protecting assets, protecting consumer safety, etc., but also about how brands create deep connections with customers through creative campaigns. Let’s explore with Aurora the difference in emotional connection with customers of insurance brands around the world and comment to let Au know how many points you “score” for these brands!

1. “Humorous, satirical” – Progressive Insurance: Don’t be sure. Be featured (USA)

On a car ride into the forest, when his daughter learning to drive was worried when she saw a deer-shaped sign, the father confidently assured his daughter that he had never seen a deer running across the road before. ” and continuously comforted her daughter when she expressed doubts by saying “SUPER SURE”. But is this father really sure?

The wit and ironic humor of the short video also lies in the conversation of the two deer. The father deer comforted the baby deer, “Don’t worry, I’ve never seen a car pass here before.” When the baby deer worriedly asked, “Dad, are you sure?” – The father very confidently answered “SUPER SURE”.

Right after that moment, the father and son’s car passed the two deer, making viewers immediately understand the message “Nothing is certain (SURE)”. At this time, the Progressive insurance brand had a “stage” to naturally “flex” the message: “Don’t be sure. Be Insured” – Discover why more than 28 million people trust our insurance services.

Playing with words, using homophones and conveying humorous and sarcastic messages are no longer strange to insurance brands in the US. However, Progressive Insurance’s campaign is still applied very cleverly and helps people both laugh and have quiet time to think about their own safety. Can we ensure that everything that happens in life is safe?

2. “Healing content” – Generali: Love yourself a little, give life what you want

When it comes to efforts to change stereotypes about the insurance industry, Generali and its “Living As You Wish” universe is an outstanding example. Through this 3-year-old Brand Platform, Generali has conveyed genuine, meaningful messages and a soft approach, conquering a large number of Vietnamese consumers.

First of all, “Laugh when you’re happy, cry when you feel sad” (2019). Or is it a message to women that everyone deserves to be respected through the story “You don’t need to be like anyone else, just be like you want” (2020). By Tet 2021, despite the difficulties caused by the pandemic, the brand continues to convey positivity to Generali’s consumers through the message “This Tet, everything you want will become redundant because we only need one thing like idea”.

The main message of the campaign “Love yourself a little, give life what you want” is also a message from Generali to target audiences who are busy chasing invisible expectations and forgetting their tired hearts. A gentle message of comfort and encouragement like a message from a companion who understands the hidden pressures of the target group. From there, it skillfully demonstrates the role of lifelong friend that Generali strives to build.

Generali takes viewers through many levels of emotions from surprise, touching, to heartbreak. The saying at the end of the film “When you are born is also the time when I am born” by “Hong Dao’s mother” cannot help but leave viewers indifferent. Parents’ expectations for their children turn out to be “tiny” after their children are born. From there, it turns out that understanding and always accompanying their children is the key for parents to help their children have a happy life. Because above all, the happiness of children is the greatest expectation in parents’ lives.

Finally, to strengthen and spread the message more strongly and highlight its role as a companion to consumers through all the ups and downs of life, Generali deployed chain activities from online to offline. The brand continues to promote its strength in creating healing content to maximize reach and the ability to “pin” messages into the minds of target audiences. (Source: Brandsvietnam)

3. “Touching, profound” – The Prudential Gibraltar Financial Life Insurance: Flashback Bus (Japan)

The Flashback Bus campaign launched in Japan in December 2023 includes 2 media assets, demonstrating Prudential Gibraltar Financial Life Insurance’s commitment to creating stories that transcend out of insurance policies. It is an affirmation that life’s journey is filled with moments that shape us and leave an indelible mark on each of our souls.

“Flashback Bus” is also a testament to the power of storytelling in conveying brand essence. Prudential Gibraltar Financial Life Insurance, through this campaign, not only demonstrates its commitment to financial prosperity. but also becomes a storyteller, inviting viewers to reflect on their own life journeys.

Flashback Bus takes viewers on a nostalgic journey through the lens of a bus passing through important milestones in a woman’s life. When she steps on the bus, the bus becomes a time machine, taking her through the “tapestry” of her life.

The excellence of ‘Flashback Bus’ lies not only in its storytelling but also in its ability to resonate with viewers and bring out different levels of emotions. Not only limited to exploitation, the short film is also a reminder that everyone’s life is a mosaic full of memories and sometimes, a simple bus ride can open up a long journey. about the existence of a human life.

Conclusion: Brands and efforts to “eliminate prejudice” in the insurance industry in Vietnam

Present in Vietnam more than 2 decades ago, the Insurance industry is often associated with somewhat negative stereotypes such as dry, confusing, and old. I myself have had those thoughts when it comes to the Life Insurance industry. However, in recent years, the Insurance industry in Vietnam has witnessed impressive “transformations” in advertising communications, touching customers’ emotions more deeply than just stopping. in a rational approach to insurance policies and benefits: Prudential is associated with priceless family moments, or Sun Life with an inspirational sports story about a sustainable, physically healthy lifestyle and spirit, etc.

One of the insurance brands that makes me feel the most impressed and sympathetic is the Generali Vietnam brand with the “universe” of Living Nhu Y. Through the message “Living Like Italy”, Generali has affirmed its position as “The No. 1 insurance group in Italy” through a layer of meaning that represents an optimistic and cheerful lifestyle like the Italian spirit of La Dolce Vita, while also being gentle. crept into Vietnamese culture from the famous wish “Everything goes as you wish”, encouraging people to boldly live according to their wishes. To convey that message, Generali has presented it in many forms of media such as the Live Like Italy music film series, Live Like Italy Podcast or storytelling photo series Love the little things – For the life you want. The stories Generali tells are all gleaned from slices of life, the “little” things that sometimes go unnoticed but take people through many different levels of emotions, demonstrating the mission of “a friend”. lifetime” of the brand.

In the future, it is likely that more Life Insurance brands will also “take over” international marketing awards thanks to the current signs of positive changes in advertising communications, standing next to the “old men” in the FMCG and E-commerce industry, which has attracted many “spotlights” for a long time.

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This is also an extremely useful sharing from Hien Chi – Content Creative is working at Aurora Vietnam in the “Contemplation Case” session – a series of industry talks at Aurora – an interesting regular activity to dissect, Analyze and improve understanding of the creative advertising industry.

Learning from the success of leading campaigns is always an effective way to help Marketers and brands gain deeper insight into the industry, consumers and market. If you have any ideas or opinions about the article, do not hesitate to send an email to the email address: hello@auroravietnam.co!