Generali Vietnam's “Song Nhu Y” awarded Marketing Campaign of the Year

January 26, 2021 | 11:34
Italian-backed life insurer Generali won the Marketing Campaign of the Year award by InsuranceAsia News for its “Song Nhu Y” (Live the Life You Desire) campaign, a series of four thematic videos launched since 2019’s fourth quarter.
generali vietnams song nhu y awarded marketing campaign of the year
Promoting positive life messages with an innovative approach, Generali’s “Song Nhu Y” was awarded Marketing Campaign of the Year by InsuranceAsia News

Riding on the campaign’s success, the company has recently launched the 2021 Lunar New Year version of the “Song Nhu Y” music video, sending positive life messages to viewers.

The “Song Nhu Y” campaign consists of a series of short music videos telling stories of people living the life they have always dreamed of. The campaign has been well received by the audience, attracting more than 100 million views on Generali Vietnam’s official YouTube channel and Facebook page, as well as four million shares and comments, especially from Millennial viewers, the campaign’s target audience.

The music videos were launched to coincide with special occasions, such as the Lunar New Year, International Women’s Day, and Father’s Day, featuring high artistic value, touching stories that truly reflect life and convey messages of empathy, love, and respect for individuals’ differences, and dreams so everyone can live the life they desire.

generali vietnams song nhu y awarded marketing campaign of the year
Generali Vietnam has recently released its 2021 Lunar New Year music video with meaningful messages about family emotions

Apart from increasing Generali Vietnam’s brand awareness, “Song Nhu Y” also enables Generali Vietnam to build brand love as it promotes positive life messages with an innovative approach, based on its profound insights and understanding of its customers and the community.

“The campaign titled 'Song Nhu Y' is inspired by the Italian way of life – always valuing family and friends, always being positive and optimistic, and concurrently conveying the message of ‘live the life you desire’,” said Tina Nguyen, Generali Vietnam CEO. “Through this campaign, we would want to encourage everyone to embrace their loved ones’ dreams, so all can live the life they desire' – being brave and strong to live the life they have always imagined with passion and enthusiasm.”

generali vietnams song nhu y awarded marketing campaign of the year
The music videos were launched to coincide with special occasions, such as Lunar New Year, International Women’s Day, and Father’s Day

The 2020 Lunar New Year and the Father’s Day music videos of the “Song Nhu Y” campaign also made it to the YouTube APAC leaderboard for “Top YouTube Ads People Watched in Asia-Pacific”. The campaign also earned Generali Vietnam the gold prize in the Brand Awareness category at the MMA Smarties Awards 2020, celebrating outstanding marketing achievements.

The campaign also earned Generali Vietnam the gold prize in the Brand Awareness category at the MMA Smarties Awards 2020, celebrating outstanding marketing achievements.

Riding on the success of the “Song Nhu Y” music videos launched throughout 2020, Generali Vietnam has recently released the 2021 Lunar New Year music video, capturing the touching story of an affectionate father and his young daughter struggling between “going home for the new year” or “staying in the city” amidst all the hustle and burden of life.

The music video resonates well with the audience after a year of uncertainties and losses due to the pandemic and natural disasters, thus quickly becoming popular online.

The music video features a perfect blend of Vietnamese and Italian cultures as it combines the melodies of the Italian folk song “Bella Ciao” and popular Vietnamese song “Cho Con” by songwriter Pham Trong Cau.

It continues to deliver the positive message of “Live the Life You Desire”, encouraging sharing, caring, and empathy among family members so they can be strong shoulders for one another to lean on in hardship and together celebrate the New Year they desire.

By Anh Duc

What the stars mean:

★ Poor ★ ★ Promising ★★★ Good ★★★★ Very good ★★★★★ Exceptional