Information about the Company & Brand
Generali is one of the largest global insurance and asset management providers from Italy. Generali’s brand image is associated with the Winged Lion of Saint Mark, representing strength, dynamism, courage and perseverance.
Established in 1831, Generali is present in 50 countries with a total premium income of EUR 70.7 billion in 2020. With more than 72,000 employees serving 65.9 million customers globally, Generali has a leading position in Europe and an increasingly significant presence in Asia and Latin America. In Asia, Generali is operating in 8 key markets including China, Hong Kong, India, Indonesia, Malaysia, Philippines, Thailand and Vietnam.
In Vietnam, after ten years of operation, Generali Vietnam has quickly grown into a trusted insurance brand with a nationwide network of more than 80 GenCasa (agency offices) and customer service centres, serving over 400,000 clients.
With the motto of “Simpler, smarter, customer-centric”, Generali Vietnam is committed to providing world-class insurance solutions through innovative product offerings, a wide distribution network and a revolutionary customer experience.
Brand Elements
Generali’s ambition is to be the Lifetime Partner to its customers, offering innovative and personalised solutions with exceptional customer experience, and thereby fulfilling its purpose – “to enable people to shape a safer future by caring for their lives and dreams”.
Generali prides itself on its unique ‘Reditude’ or ‘red attitude’, representing its empathy, humanity, spirit, passion, dynamism, and proactivity, and continuously embeds these values not only in its brand positioning but also its business practices.
Apart from the “Sống Như Ý” (Live the Life You Desire) brand campaign which has allowed Generali to promote many positive and inspirational brand messages to its audience, Generali has rolled out a wide range of activities to demonstrate its brand purpose and help it build brand love and loyalty. These include its unique customer care and digital engagement platform GenVita, its unique customer satisfaction survey system GENPS, as well as various impactful and innovative corporate social responsibility (CSR) programmes.
We’re All About You
Inspiring Identity
Generali is committed to becoming a Lifetime Partner to its customers, offering them peace of mind so they can focus on living their lives to the fullest. This is a key motivator for Generali to roll out inspirational brand campaigns with the positive message of “Live the Life You Desire” (“Sống Như Ý”) – being brave and strong to live the life you have always imagined with passion and enthusiasm. The phrase “Sống Như Ý" also means “Live like Italians”, reflecting Generali’s Italian heritage and the Italians’ way of life, proving its popularity and positivity with Vietnamese audiences. After several successful campaigns with this theme, Generali has been able to establish itself as a fresh, elegant, caring and innovative brand.
Achievements & Impact
The success of the “Sống Như Ý” (Live the Life You Desire) brand campaign helped Generali Vietnam get closer to the Vietnamese audience and its ambition of becoming the most customer-centric and inspirational brand. The campaign has also helped Generali achieve impressive brand performance. Its Tet and Father’s Day campaigns in 2020 have made it onto the YouTube APAC leaderboard for “Top YouTube Ads People Watched in Asia-Pacific”. Between quarter 4 (Q4) of 2019 and quarter 2 (Q2) of 2020, its brand awareness score increased from 25% to 39%, brand consideration score increased from 11% to 21%, and brand preference score increased from 1.5% to 5.8%.
Generali Vietnam also maintained its best-in-class relational net promoter score (R-NPS) score measuring overall customer satisfaction for five consecutive quarters since quarter 3 (Q3) of 2020.
Furthermore, it has also received the “Marketing Campaign of the Year” award by InsuranceAsia News as well as the Gold Winner prize for the “Brand Awareness” category at the MMA Smarties Awards 2020.
Future Direction
Generali will continue with its Lifetime Partner strategy as well as its unique branding strategy, building on the success of its past campaigns to further enhance its brand.
Generali aims to inspire all its key stakeholders (staff, agents and customers) to become its brand ambassadors and further promote the Generali brand and its brand messages by ensuring that they truly understand and love the brand, and can all contribute effectively to enhancing Generali’s brand reputation as well as changing the public perception towards insurance.
The rise of e-commerce and digital technology also presents both challenges and opportunities for Generali to expand its customer base in the younger segment (under 25), which is crucial for its present and future business. Generali Vietnam will focus on strengthening brand communication to this segment to build brand awareness and brand love among Vietnamese youth, continuing to position it as their Lifetime Partner as they set out on their journey to “live the life they desire”.
INSPIRATIONAL BRAND CATEGORY
Generali Vietnam
Information about the Company & Brand
Generali is one of the largest global insurance and asset management providers from Italy. Generali’s brand image is associated with the Winged Lion of Saint Mark, representing strength, dynamism, courage and perseverance.
Established in 1831, Generali is present in 50 countries with a total premium income of EUR 70.7 billion in 2020. With more than 72,000 employees serving 65.9 million customers globally, Generali has a leading position in Europe and an increasingly significant presence in Asia and Latin America. In Asia, Generali is operating in 8 key markets including China, Hong Kong, India, Indonesia, Malaysia, Philippines, Thailand and Vietnam.
In Vietnam, after ten years of operation, Generali Vietnam has quickly grown into a trusted insurance brand with a nationwide network of more than 80 GenCasa (agency offices) and customer service centres, serving over 400,000 clients.
With the motto of “Simpler, smarter, customer-centric”, Generali Vietnam is committed to providing world-class insurance solutions through innovative product offerings, a wide distribution network and a revolutionary customer experience.
Brand Elements
Generali’s ambition is to be the Lifetime Partner to its customers, offering innovative and personalised solutions with exceptional customer experience, and thereby fulfilling its purpose – “to enable people to shape a safer future by caring for their lives and dreams”.
Generali prides itself on its unique ‘Reditude’ or ‘red attitude’, representing its empathy, humanity, spirit, passion, dynamism, and proactivity, and continuously embeds these values not only in its brand positioning but also its business practices.
Apart from the “Sống Như Ý” (Live the Life You Desire) brand campaign which has allowed Generali to promote many positive and inspirational brand messages to its audience, Generali has rolled out a wide range of activities to demonstrate its brand purpose and help it build brand love and loyalty. These include its unique customer care and digital engagement platform GenVita, its unique customer satisfaction survey system GENPS, as well as various impactful and innovative corporate social responsibility (CSR) programmes.
We’re All About You
Inspiring Identity
Generali is committed to becoming a Lifetime Partner to its customers, offering them peace of mind so they can focus on living their lives to the fullest. This is a key motivator for Generali to roll out inspirational brand campaigns with the positive message of “Live the Life You Desire” (“Sống Như Ý”) – being brave and strong to live the life you have always imagined with passion and enthusiasm. The phrase “Sống Như Ý" also means “Live like Italians”, reflecting Generali’s Italian heritage and the Italians’ way of life, proving its popularity and positivity with Vietnamese audiences. After several successful campaigns with this theme, Generali has been able to establish itself as a fresh, elegant, caring and innovative brand.
Achievements & Impact
The success of the “Sống Như Ý” (Live the Life You Desire) brand campaign helped Generali Vietnam get closer to the Vietnamese audience and its ambition of becoming the most customer-centric and inspirational brand. The campaign has also helped Generali achieve impressive brand performance. Its Tet and Father’s Day campaigns in 2020 have made it onto the YouTube APAC leaderboard for “Top YouTube Ads People Watched in Asia-Pacific”. Between quarter 4 (Q4) of 2019 and quarter 2 (Q2) of 2020, its brand awareness score increased from 25% to 39%, brand consideration score increased from 11% to 21%, and brand preference score increased from 1.5% to 5.8%.
Generali Vietnam also maintained its best-in-class relational net promoter score (R-NPS) score measuring overall customer satisfaction for five consecutive quarters since quarter 3 (Q3) of 2020.
Furthermore, it has also received the “Marketing Campaign of the Year” award by InsuranceAsia News as well as the Gold Winner prize for the “Brand Awareness” category at the MMA Smarties Awards 2020.
Future Direction
Generali will continue with its Lifetime Partner strategy as well as its unique branding strategy, building on the success of its past campaigns to further enhance its brand.
Generali aims to inspire all its key stakeholders (staff, agents and customers) to become its brand ambassadors and further promote the Generali brand and its brand messages by ensuring that they truly understand and love the brand, and can all contribute effectively to enhancing Generali’s brand reputation as well as changing the public perception towards insurance.
The rise of e-commerce and digital technology also presents both challenges and opportunities for Generali to expand its customer base in the younger segment (under 25), which is crucial for its present and future business. Generali Vietnam will focus on strengthening brand communication to this segment to build brand awareness and brand love among Vietnamese youth, continuing to position it as their Lifetime Partner as they set out on their journey to “live the life they desire”.