Why is this work relevant for Brand Experience & Activation ?

As a challenger brand in the insurance industry, FWD Vietnam has approached the market with a fresh and positive mode. To fulfill the mission “Change the way people feel about insurance”, FWD organized a first ever Music Fest in the insurance industry, and turned it into one of the biggest events ever with a comprehensive marketing campaign, helping in creating a closer bond between the consumer and the brand by immersing them in an engaging and memorable experience.

Background

The fact that only 8% of the population in Vietnam has insurance – as against more than 90% in developed countries. “Formal”, “distant” and “irrelevant” have been how Vietnamese customers describe insurance industry approach to them. While others keep driving customers over future worry, FWD aims at inspiring customers to celebrate living in the most vibrant and unique way. From the very early days of our entry into Vietnam, FWD has chosen Music as the differentiator platform to spread positivism and empowerment, connecting with the colorful audience and conveying FWD’s mold-breaking attitude. In 2018, FWD maxed out music platform’s potentials by designing and organizing FWD Music Fest as the first ever in the insurance industry, which became one of the biggest hits in all industries with a comprehensive marketing campaign, championing the #EarlyProtection with insurance spirit.

Describe the creative idea (20% of vote)

Combining the heat of the music festival with 10 A-class singers, an Omni-channel approach and encompassing activities, FWD was able to bring together the diversified audience and change their perception on insurance at the hottest event in town. The Music Fest was designed to express FWD’s gratitude towards existing customers – those who pioneer in embracing the #EarlyProtection spirit worth celebration. Additionally, FWD also triggered potential customers so they could take the leap toward the protection they deserved. A young insurer and a newcomer into the market just around 2 years, FWD has proven its significant achievements among the 18 insurance companies in Vietnam with the biggest event, and reaffirmed that music is our most powerful platform to spread the challenger spirit and a most vibrant life to all.

Describe the strategy (20% of vote)

Utilizing the multimedia effect and put the singers at event’ influence is great use for creating the biggest buzz and earn all the media to make noise for Music Fest, transforming it into the year’s biggest and hottest event in town. The combination of simultaneous news, social posts and other communications brought a big bang to the market. This resulted in the media spreading more and more about the event, and increasing people talks. The omni-channel approach sustained the buzz before, in and after the event, running concurrently on traditional, social, digital channels and supporting activities. The smartly timed contents, disseminated on a wide range of channels, boosted Music Fest’s heat and helped make it one of the most discussed event of 2018.

Describe the execution (30% of vote)

For the initial trigger, FWD started with a press conference at early September 2018. Following the event was a series of news and articles, which helped stir up the mainstream media and build awareness for the event. To reach further acknowledgement and get deeper to the target audience, FWD spread the news of the Music Fest into diverse fanpages/ forums and communities, in form of both branded and user-generated contents, for organic social sharing and discussion. To build up content and create key hooks, we anchored the top singers as the source of continuous buzz and people talks. The music fest was organized at one of the largest stadium on 26 October 2018 with the participation of nearly 20.000 audiences. News agencies and media also proactively contacted FWD Vietnam for the rights to report the event. The event was asked for being livestreamed on high-profile entertainment media and TV channels.

List the results (30% of vote)

Earn attention and win the media automatically with the singers’ natural and positive sharing, showing how much they were proud to be at the hottest event in town Metric-wise, this brilliant outcome is seen in: . The highest Net Sentiment Rate of 99.8% + the most number of mentions (Sep - Oct 2018) . No.1 in buzz volume and Top 5 event in all industries (Buzz Metric, October 2018) . Brand awareness went up 12 points from 34% to 46% (September – December 2018) . No.1 brand conversion (December 2018) . No.1 customer experience (2018) The biggest hit in the insurance industry and one of the most discussed event of the year, FWD Music Fest and its marketing campaign brought considerable contribution to FWD’s magnificent growth.