Prudential “it's ok” - a successful campaign just by using video content marketing effectively
Life insurance is becoming crucial for individuals, families and society due to its financial safety provided for the participants. As a matter of fact, life insurance belongs to “unsought products” categorise, which has little product awareness and interest. Therefore, raising brand popularity and differentiating itself from the market are the essential goals for an insurance company. Rather than promoting the practical values, companies have focused on promoting their brand, product with emotional values. Prudential - a U.K insurance company, released the campaign “Không sao đâu” (“It’s ok”) as a next step after the successful campaign ”Gia đình là vô giá” (“Family is Priceless”), in order to spread out further the message about family’s value to everyone.
Figure 1: Reproduce from Youtube, 2018
The campaign delivered a message that matches with the brand’s strategy.
Prudential is a UK life insurance company which has entered in Vietnam market for a long time with the familiar slogan “Luôn luôn lắng nghe, luôn luôn thấu hiểu” (“Always listening, always understanding”). The company created an image that always cares and truly understands the Vietnamese people through their PR and CSR campaigns. According to Prudential Relationship Index (2017), the family relationship is the most important thing for Vietnamese people, which show through 3 concerns: The care of parents to their child; the connection between family members and the care for their health. Prudential emphasise their brand role in the industry, not only showing their care and commitment in family-related topics, but also pioneering elements which will improve the family relationship. Using this strategy, Prudential wants to spread a concern through media, helping consumers to turn awareness into action by buying life insurance for their beloved.
From 2016, Prudential has aimed at promoting their brand by delivering the message:” Gia đình là vô giá” (“Family is priceless”). Following this campaign, “Không sao đâu” campaign in 2018 has a deeper layer of meaning, which emphasise the message of “The importance of really listening”. “Không sao đâu” (“It’s ok”) is a familiar phrase that people use in daily life. However, behind that sentence, do we really know whether that person is ok or not. Therefore, this simple sentence is used as a catchphrase throughout the campaign to emphasise the indifferent situation happens between family members, which creates more and more distance among them. Moreover, it is also a reminder for everyone to doing active listening and listen to other people, because only then you can understand our beloved ones’ struggles and together build a happier life. Staying close to the brand strategy, “Không sao đâu” campaign is a next step that helping Prudential to build the image of a companion with their consumer’s journey.
Good consumer’s insight analysis.
One of the most important things that contribute to the success of the campaign is having a good consumer’s insights. In this rat-race life, people have so many worries and burdensome on their own. These hardships sometimes cannot be told and shared since people do not want their loved ones to worry about them. This insight comes from the characteristic of Eastern culture where people are likely to sacrifice and endure harsh ship through their life yet might somehow affect the quality of life and relationship between members. With a good insight, “Không sao đâu” is a good and impressive big idea that provides the solution for consumers by raising awareness about the problem and push the action of real conversation and understanding with our beloved.
Using suitable platforms and marketing strategy to approach consumers effectively.
The campaign is mostly deployed on digital sites, such as social media, Prudential’s official Facebook fan page and YouTube channel. According to We Are Social and Hootsuite (2018), Vietnam has 55 million active social media users that spend an average of nearly seven hours online every day. Vietnam is also ranked seventh among countries with the biggest number of Facebook users, which has a 40% active social media penetration rate. (Statista 2019). With these numbers, it is no surprise that most Vietnamese get their news from the Internet. Therefore, focusing on digital sites is considered as a right move which brought success to the campaign.
Figure 2: Reproduce from We Are Social 2018
Moreover, the success of this campaign shown on using video content marketing effectively. The campaign was run on YouTube with a series of content videos designed for different stages of the campaign, released respectively. It is a wise choice since the video is one of the most powerful means of distributing an efficient message and bring good results when being well-executed (Frozen Fire 2019). Prudential has conducted experimental sessions with the participation of 15 guests from many places, with different circumstances, bringing true and emotional stories to their videos. After 3 months of launching the campaign, this series ad has nearly 3 million views, more than 500 million reaches and impressions with more than 100 thousand interaction and five thousand shares (Brands Vietnam 2018). Overall, 99% of all the discussions are positive and neutral.
Figure 3: Reproduce from Brands Vietnam 2018
According to Zulfikar and Mayvita (2019), media video content marketing will provide positive implications for audience attitudes. Besides, having storytelling in video ad is likely to have more people connect and remember. Therefore, video ad with content included stories will likely to create lasting bonds and loyalty between the customers and the company (Gotter 2017). Indeed, with all the good results shown above, video content marketing is a good choice that helping Prudential to achieve their goals for this campaign: affirming its position as one of the leading companies in the insurance industry and increasing consumer’s loyalty and affection with the brand.
Having emotional values besides practical values is an important thing for businesses, especially insurance businesses. With the success of campaign "Không sao đâu" by using video content marketing as a highlight to connect with customers, Prudential once again succeeds in making the difference among other competitors and affirms as one of the leading insurance companies in Vietnam.
References:
Bao hiem nhan tho Prudential Vietnam, “Khong sao dau - Official Clip”, youtube, 16 April, Prudential, Vietnam, viewed 13 August 2019, <https://www.youtube.com/watch?v=DDDl0YlrFak&list=PLw4Jx7EWy92B2PckO5oMzlVDlKzQEpySu&index=7>.
Brands Vietnam 2018, “Prudential - Khong sao dau”, Brands Vietnam, viewed 14 August 2019, <https://www.brandsvietnam.com/campaign/219-Prudential-Khong-sao-dau#prettyPhoto>.
Doan, E 2019, “Number of Facebook users in Vietnam from 2017 to 2023”, Statista, viewed 12 August 2019, <https://www.statista.com/statistics/490478/number-of-vietnam-facebook-users/>.
Frozen Fire 2019, “What is video content marketing?”, Frozen Fire, viewed 14 August 2019, <https://frozenfire.com/what-is-video-content-marketing/>.
Gotter, A 2017, “Story telling: the key to effective advertising”, Disruptive Advertising, 22 August, viewed 13 August 2019, <https://www.disruptiveadvertising.com/marketing/storytelling-advertising/>.
Kemp, S 2018, “Digital in 2018: World’s internet users pass the 4 billion mark”, industry report, Wearesocial, viewed 12 August 2018, <https://wearesocial.com/blog/2018/01/global-digital-report-2018>.
Zulfikar, R & Mayvita, P 2019, ‘Does green economy video really work? The effectiveness of using video content marketing in forming MSMEs perception and behaviour to implement green economy’, Jurnal Ilmiah Bidang Akuntansi dan Manajemen, Vol 16 No.1, <http://riset.unisma.ac.id/index.php/jema/article/view/1796/PDF>.
