1. ASSIGNMENT 20.1
TRẦN QUỐC THIÊN AN – PHAN THỊ THẢO NGHI

2. BACKGROUND
1.Vision:
To promote health, wealth and happiness by protecting the
financial futures of families and businesses in
Vietnam
2.Commitments:
To be the preferred life insurer in Viet Nam, recommended
by families and friends, trusted by our customers for
financial advice and quality service.
COMPANY/ BRAND BACKGROUND
Phu Hung Life Insurance Joint Stock Company (PhuHungLife) officially entered
the Vietnam life insurance market in 2013 and is the first joint stock life insurer in
Vietnam with an initial capitalization of VND633 Billion.
>>> Key finding:
Phu Hung life insurance is a new company which need an outstanding and epic launch. And
famous Rubber Duck event is their timely suitable choice.
“We are a new company, and
we could think of no better
way to announce our launch
than sponsoring the duck in
Crescent Lake,” said Phu
Hung Life Insurance general
director Graeme Hannah.

3. COMMUNICATION MESSAGE
OBJECTIVE
Generate awareness about Phu Hung life as a mean for your family safety
life with happy moment and peaceful daily life
Build a joyful place for Tas to enjoy weekend
Make an impressing and widely-known event to support launching for Phu
Hung life insurance
Phu Hung life insurance is the best choice for your life and family to have a
happy and peaceful lifetime

4. TARGET AUDIENCE
Young family, young dad and young
mom with little kid, AB, urban
Busy in their daily life and desire a
moment of happy childhood to
balance and nurture the hasty reality
Need a playground for their kids in
the weekend through that enjoy their
life

5. LET’S GO BACK TO CHILDHOOD
WITH PHU HUNG LIFE
CAMPAIGN BIG IDEA
Come back to childhood to enjoy your
lifetime with the happy and peaceful
moment with the signature image of
little childhood – A RUBBER DUCK
CÙNG PHÚ HƯNG LIFE TRỞ VỀ TUỔI THƠ
Phu Hung life insurance will support you to have a
safety life as happy and peaceful as your childhood
MESSAGE

6. CAMPAIGN ROLL OUT
TRIGGER EXPERIENCE AMPLIFY
Objective Trigger TA about the upcoming
big yellow duck
Give TAs a chance to experiethe famous
big yellow duck
Amplify those to mass consumers
Message The famous giant rubber duck is
coming to town – the 1st ever in
Vietnam
Together with Phu Hung life & yellow
duck come back to your childhood and
enjoy the lifetime with happiness and
peacefulness
Let more people experience the
happy moment and enjoy lifetime
Key hook Demo yellow duck before 2day
launcing
Bring the famous yellow duck to
Vietnam - Place it in Crescent lake
Online advertorial
Supportive tactics Online advertorial
Tv news
Weekend on ground activities
“Cùng Phú Hưng life trở về tuổi thơ”
photo contest
Social seeding
Influencer
Social seeding

7. TRIGGER
Generate awareness by trigger news and
information via online and offline advertorial

8. EXPERIENCE – BRING YELLOW DUCK IN VIETNAM – CRESCENT LAKE
Place yellow duck in Crescent lake to draw attention and
give Tas a chance to enjoy weekend with happy moment

9. AMPLIFYEXPERIENCE – WEEKEND ACTIVITES AT CRESCENT LAKE
Beside that, create more weekend activities to keep attention
and continue to generate awareness about this big event

10. EXPERIENCE – PHOTO CONTEST
To bring those happy moments happen on-
ground to ONLINE to spread them to SOCIAL
to make a trend as well as generate awareness
and trigger more Tas to engage in those
activities

11. EXPERIENCE – INFLUENCERS/SOCIAL SEEDING
Cooperate / inspire influencer to take photos then seeding to social to trigger more and more Tas engage in those
ON GROUND experience

12. AMPLIFY

13. KEY LEARNING
high traffic touch point
Created a huge awareness about campaign
with nice key hook as rubber duck
Be the talk of the town for a while
Crescent lake is not the most favorite place
for young family with kids
Weak link to brand
People just know about the giant yellow
duck , they do not care much more about Phu
Hung life and its communication message
PROS CONS