Product / ServiceLIFE INSURANCE
CategoryB07. Use of Celebrity, Influencers & Key Opinion Leaders
Idea Creation FWD VIETNAM Ho Chi Minh, VIETNAM


Name Company Position
Ngoc Thuy Nguyen FWD Vietnam Marketing Director

Why is this work relevant for PR?

Based on its customer insights from the Vietnamese market, FWD started its most impactful and insightful marketing campaign with the core message of #EarlyProtection. The campaign was run through the second half of 2018 with the aim of educating people about the importance of protecting themselves early. Through the campaign, more Vietnamese have realized the importance of insurance in protecting themselves and their families against risks and allowing them to live life to the fullest. The campaign also highlights FWD’s vision to “change the way people feel about insurance,” and enhance awareness of its brand and trustworthy in Vietnam.


The fact that only 8% of the population in Vietnam has insurance – as against more than 90% in developed countries - means many Vietnamese families are in financial bother when unexpected incidents happens. Insurance can serve as a backup in such unforeseen circumstances, yet Vietnamese generally seem irrelevant and reluctant to buy life insurance because they do not see it as important or necessary to their lives. With real, relevant, concise, and insightful narratives, the #EarlyProtection message was successfully disseminated through various channels. FWD’s clever use of KOLs’ influence has made insurance stories interesting, trendy and insightful and that help the #EarlyProtection message spread naturally and widely into different communities. Many conversations and sharing targeted at consumers have been generated through diversified channels and activities such as press conference, educational workshop, entertainment event, social discussions, music video, interviews, real stories, community posts, micro influencers’ opinions and actions, etc.

Describe the creative idea (20% of vote)

A wide range of young and influential KOLs endorsed the messages and propelled the most vibrant life possible with insurance as the optimal choice to protect ourselves and families. Joining hands with an assemble cast of KOL, FWD Vietnam imbued the messages with a naturally positive, trust-worthy vibe that extended to a vast number of audience. As the messages were conveyed from the audience’s own perspective, by relevant influencers, they perfectly aligned with the groups they were meant for. To maximize the marketing impact, FWD broke away from the traditional marketing practices of Vietnamese insurance companies, which it deemed boring, complex and irrelevant, and deployed an innovative and unique strategy to take life insurance closer to people and made it an integral part of their lives.

Describe the strategy (30% of vote)

Most of the target audience only think about buying insurance after facing a health problem or some other crisis, but, unfortunately, it is too late by then. The #EarlyProtection campaign has been a life insurance communication breakthrough, with relevant stories told by an ensemble cast of KOLs from various fields and generations, making it appealing and insightful to Vietnamese. Not only has #EarlyProtection changed the way people feel about insurance, it has also motivated them to go out and buy insurance for early protection. An ensemble cast of KOLs spread the core message to different target audiences, encompassing Gen Z from 18-25 years old, Gen X + Millennials, and parents and parents-to-be. The impact came from the KOLs’ relevant stories and personalized messages, all converging on the overarching theme of “Early Protection”.

Describe the execution (20% of vote)

Gen Z from 18-25 years old, FWD resonates with this group with #LoveYourself #ProtectYourself early. By connecting loving themselves to protecting themselves early with insurance, FWD successfully raised the young’s awareness thanks to the KOLs. For Gen X + Millennials, insurance is a borderline concept: it is there, but never enters their minds as something worth purchasing. FWD, therefore, elevated the message into #EarlyProtection to emphasize the crucial role of protection when the audience are young to get most out of life. The profound message called for significant KOL endorsements, in particular that of the entrepreneur – cancer conqueror Thuy Muoi. #EarlyBonding #EarlyProtection was FWD’s strategy for parents and parents-to-be. Helping them recognizing the greatest love they can give their children is the protection they give themselves today, the message was materialized in a series of workshops with the participation of social activists, sports stars and music celebrities.

List the results (30% of vote) – must include at least two of the following tiers:

For this campaign, with the budget of 120,000 USD for the whole campaign during the second half of 2018, the inspirational outcomes FWD take pride in include: . Protection for 44,000+ new customers . Brand awareness went up 17 points from 29% to 46%* . Brand consideration grew 12 points from 18% to 30%* . New business increased 25 folds vs. 2 years ago Only a one encouraging step towards the realization of FWD’s empowering and one-of-a-kind vision, this result has set FWD’s belief of early protection as a daily thing on fire and sent the inspiration of the true vibrant life sky high.