The US-based insurers became the first foreign insurance firm to expand its business into Vietnam, doubling its capital to US$20 million (HK$155.8 million) following relaxed regulations at the start of 2008 by the local authorities adhering to Vietnam’s World Trade Organisation commitments.
Developed by JWT Vietnam, the campaign is aimed at decision-makers in small and medium sized enterprises - a new market for the insurance firm that previously could only sell non-life insurance services, and to expatriates, due to local market restrictions. Featuring the tagline ‘freedom to move’, the ads cast silhouettes of different pairs of legs in various business and leisure settings.
One execution depicts a woman in her home, then going shopping, and finally going to the beach.
Another showed a male executive travelling across business venues while the last tracked a female yuppie’s night out on the town.
“The strategy was rooted in a simple but compelling insight that Vietnamese audiences want to move forward, build their future and explore what the world has to offer,” said Chris Von Sellle, managing director of JWT Vietnam.
“But at the same time they are conscious about risks and want to protect the wellbeing of their ‘loved ones’.
“It’s a classical conflict, just waiting for a solution.
“By taking over responsibility and providing protection, Liberty Insurance gives its customers more freedom to move.”
He added, “On the creative side, the idea was to create a distinct look and feel in the category and to avoid the typical insurance clichés of men shaking hands, happy families, and so on.
“The visual approach is innovative and distinct, yet it clearly makes the point.”
The print campaign can be seen in daily newspapers and magazines and is further supported by activation and below-the-line work. Liberty Insurance trails Prudential, the market leader in Vietnam, with a 41 per cent share.
