FWD Vietnam Life Insurance Company Limited | APEA - Asia Pacific Enterprise Awards Asia Pacific Enterprise Awards

INSPIRATIONAL BRAND CATEGORY

FWD Vietnam Life Insurance Company Limited

Information about the Company & Brand
FWD Vietnam Life Insurance Company Limited (FWD Vietnam) was established in 2016 and is a member of the FWD Group, a leading Asian-pan life insurer. With the priority strategy on digital development, FWD Vietnam is a differentiated insurance company with a solid foundation based on its strengths, which comprises breakthrough products, high-quality distribution channels, digitised business processes, and differentiated branding strategies.

The company focuses on creating fresh customer experiences and making the insurance journey simpler, faster, and smoother with innovative propositions and easy-to-understand products supported by digital technology.

With a challenger mindset and the vision to change the way people feel about insurance, FWD Vietnam has successfully made many breakthroughs and accomplished remarkable achievements in the past years.

Brand Elements
Unlike other brands in the industry, FWD Vietnam is challenging the norms by changing how things are currently done in the industry. For this reason, the company is positioned as a “TRAILBLAZER” in the insurance category and aims to change how people perceive insurance. With all the efforts spent on innovating and creating the best products and marketing activities, FWD Vietnam was proudly ranked at #1 for Customer Experience in the life insurance industry for 2 consecutive years (2019-2020) according to Forrester.

Inspiring Identity
FWD’s brand promise and tagline are “celebrate living”. It is the promise that FWD sets out to give everyone, offering people the freedom to focus on life’s moments and trust that FWD has got their back while they create a lifetime of memories.

FWD inspires customers by taking a fresh approach to the industry. The FWD brand attributes are intentionally built around being very innovative and refreshing so it can effectively speak to the target audience who is defined as "the young at heart". The orange colour of FWD is a symbol of positivity, energy, and happiness, reflecting the “celebrate living” spirit. The company also avoids using fear tactics or creating false promises. Rather, the company focuses on delivering positivity through straightforward, dynamic, and passionate activities (such as the FWD Music Tour, Early protection for living celebration, etc.) to inspire the target audience and make them look on the bright side of insurance.

Insurance is an age-old industry with many pre-set notions which requires the company to be very mindful and creative in its language to enable everyone access to insurance and understand it easily. This change would significantly contribute to achieving the company’s vision of “changing the way people feel about insurance”.

Achievements & Impact
With a bold vision to “change the way people feel about insurance”, FWD Vietnam has implemented excellent first-seen projects in the insurance industry, making the brand stand out in a pool of long-established competitors.

Through the tagline, “celebrate living”, FWD Vietnam has built up a new, innovative, and different image of life insurance in Vietnam, offering protection positively and proactively. FWD has been making headlines with its highly visible marketing campaigns since its launch in Vietnam, including eye-catching advertisements featured on Grab and Uber cars; its hit introductory song, “Sống đầy từ hôm nay”; and innovative cancer care product which was the first life insurance product to be distributed on e-commerce website, Tiki.vn.

In only 5 years, FWD has made it to the Top 7 Life Insurers in Vietnam despite being the youngest entrant in the market. Additionally, FWD is ranked at No. 1 for brand awareness and conversion rate and No. 3 for brand consideration by Blackbox.

Future Direction
For the upcoming future, FWD Vietnam would continue reflecting the trailblazer mentality through more disruptive ideas and activities. The company's 3Fs principle will continue to be applied in all marketing strategies and execution. This principle includes being the (First) ever in town to promote its communication promise and its CLARITY project; providing (Fresh) ways to elevate consumer experience via music platforms across digital and “third space” channels; and (Flip) target consumer’s thinking via brand and communication campaigns. The company will ensure that all communications and marketing activities follow the guidelines to be simple, different, and innovative to continue to grow in today’s increasingly competitive industry.

INSPIRATIONAL BRAND CATEGORY

FWD Vietnam Life Insurance Company Limited

Information about the Company & Brand
FWD Vietnam Life Insurance Company Limited (FWD Vietnam) was established in 2016 and is a member of the FWD Group, a leading Asian-pan life insurer. With the priority strategy on digital development, FWD Vietnam is a differentiated insurance company with a solid foundation based on its strengths, which comprises breakthrough products, high-quality distribution channels, digitised business processes, and differentiated branding strategies.

The company focuses on creating fresh customer experiences and making the insurance journey simpler, faster, and smoother with innovative propositions and easy-to-understand products supported by digital technology.

With a challenger mindset and the vision to change the way people feel about insurance, FWD Vietnam has successfully made many breakthroughs and accomplished remarkable achievements in the past years.

Brand Elements
Unlike other brands in the industry, FWD Vietnam is challenging the norms by changing how things are currently done in the industry. For this reason, the company is positioned as a “TRAILBLAZER” in the insurance category and aims to change how people perceive insurance. With all the efforts spent on innovating and creating the best products and marketing activities, FWD Vietnam was proudly ranked at #1 for Customer Experience in the life insurance industry for 2 consecutive years (2019-2020) according to Forrester.

Inspiring Identity
FWD’s brand promise and tagline are “celebrate living”. It is the promise that FWD sets out to give everyone, offering people the freedom to focus on life’s moments and trust that FWD has got their back while they create a lifetime of memories.

FWD inspires customers by taking a fresh approach to the industry. The FWD brand attributes are intentionally built around being very innovative and refreshing so it can effectively speak to the target audience who is defined as "the young at heart". The orange colour of FWD is a symbol of positivity, energy, and happiness, reflecting the “celebrate living” spirit. The company also avoids using fear tactics or creating false promises. Rather, the company focuses on delivering positivity through straightforward, dynamic, and passionate activities (such as the FWD Music Tour, Early protection for living celebration, etc.) to inspire the target audience and make them look on the bright side of insurance.

Insurance is an age-old industry with many pre-set notions which requires the company to be very mindful and creative in its language to enable everyone access to insurance and understand it easily. This change would significantly contribute to achieving the company’s vision of “changing the way people feel about insurance”.

Achievements & Impact
With a bold vision to “change the way people feel about insurance”, FWD Vietnam has implemented excellent first-seen projects in the insurance industry, making the brand stand out in a pool of long-established competitors.

Through the tagline, “celebrate living”, FWD Vietnam has built up a new, innovative, and different image of life insurance in Vietnam, offering protection positively and proactively. FWD has been making headlines with its highly visible marketing campaigns since its launch in Vietnam, including eye-catching advertisements featured on Grab and Uber cars; its hit introductory song, “Sống đầy từ hôm nay”; and innovative cancer care product which was the first life insurance product to be distributed on e-commerce website, Tiki.vn.

In only 5 years, FWD has made it to the Top 7 Life Insurers in Vietnam despite being the youngest entrant in the market. Additionally, FWD is ranked at No. 1 for brand awareness and conversion rate and No. 3 for brand consideration by Blackbox.

Future Direction
For the upcoming future, FWD Vietnam would continue reflecting the trailblazer mentality through more disruptive ideas and activities. The company's 3Fs principle will continue to be applied in all marketing strategies and execution. This principle includes being the (First) ever in town to promote its communication promise and its CLARITY project; providing (Fresh) ways to elevate consumer experience via music platforms across digital and “third space” channels; and (Flip) target consumer’s thinking via brand and communication campaigns. The company will ensure that all communications and marketing activities follow the guidelines to be simple, different, and innovative to continue to grow in today’s increasingly competitive industry.