“The Second Proposal” enabled Generali to be consistently ranked top 1 in social media share of voice by YouNet Media during the campaign’s roll-out period, and significantly improve its brand awareness, consideration and preference scores with more than 40 million reaches, 35 million views and 10 million engagements achieved. The campaign has also contributed to Generali’s maintaining its market-leading position in R-NPS measuring overall customer satisfaction.

“The Second Proposal” is an integrated marketing campaign launched by Generali on the occasion of 2022 Valentine's Day. The campaign comprised a music video inspired by classic love stories, impressive LED displays showcasing romantic proposal messages, “love” buses dispatched on major streets of Hanoi and Ho Chi Minh City to carry meaningful messages of “lifetime bonding” from Generali to its customers and the community. The campaign culminated in a spectacular show featuring popular artists such as Duc Phuc, LyLy, Osad, etc. delivering great music experiences while further promoting Generali’s positive “Lifetime Partner” messages.

Tina Nguyen, Generali Vietnam CEO, shared, “The Second Proposal” has followed other successful brand campaigns of Generali in recent years such as “Sống Như Ý” and “Để Ngay Mai Luon Toi”, etc. to bring our brand closer to millions of customers in Vietnam. The campaign’s name itself “The Second Proposal” signifies Generali’s commitment to becoming “Lifetime Partner” to our customers by continually delivering them the best-in-class insurance products and services.”

The “Marketing Initiative of the Year” award at the Insurance Asia Awards 2022 once again highlights Generali’s innovation, humanity, and depth in its brand messaging and approach. Generali was also honored “Inspirational Brand” at the Asia Pacific Enterprise Awards 2021 recognizing its success in leaving strong impressions and making its mark with outstanding brand campaigns in recent years such as “Sống Như Ý”, “Tựa Vao Nhau Cho Đời Như Ý”. Of note, “Sống Như Ý” also brought Generali the “Marketing Campaign of the Year 2020” award by InsuranceAsia News.

The Insurance Asia Awards is an annual program organized by Charlton Media Group honoring outstanding insurers for their contributions to the advancement of the insurance industry in the region. This program was independently judged by an esteemed panel of experts from prestigious organizations in Asia’s finance and insurance sectors.

PV