ASSIGNMENT 2 FRONT SHEET

Qualification BTEC Level 5 HND Diploma in Business

Unit number and title Unit 23. Integrated Marketing Communication

Submission date 11/06/2021 Date Received 1st submission

Re-submission Date Date Received 2nd submission

Student Name Nguyễn Tuấn Hiệp Student ID GBH190144

Class GBH0809 Assessor name Nguyễn Phương Tú

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I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism. I understand that
making a false declaration is a form of malpractice.

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Contents
I. Introduction: ...................................................................................................................................... 4
II. Main contents: ...................................................................................................................................4
1. Summary of the campaign: ............................................................................................................. 4
a. Target audience: ......................................................................................................................... 4
b. Campaign objectives: .................................................................................................................. 5
c. Highlight activities: ...................................................................................................................... 5
d. Results: ....................................................................................................................................... 6
2. Evaluation of the campaign:............................................................................................................ 7
a. Evaluation of the message source: .............................................................................................. 7
b. Evaluation of the creative content – message: ............................................................................ 7
c. Evaluation of the channel choice: ................................................................................................ 8
III. Conclusion: .....................................................................................................................................9
References: ............................................................................................................................................. 10

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 I. Introduction:
For every company, the campaign is a very important part that directly contributes to the success of the
organization. Therefore, it is important to learn about the elements of a successful campaign.

From there, this report will provide information, assessment and analysis about a campaign of Hanwha
Life Vietnam. This campaign is named "An Yên Tự Tạo" which was launched in 2020 and has become one
of the quite successful campaigns of Hanwha Life.

II. Main contents:

1. Summary of the campaign:
Entering the Vietnamese market since 2008, until now, Hanwha Life has become one of the biggest life
insurance companies in this market, standing together with big names like Bao Viet, AIA, Manulife , etc.
Hanwha Life always aims to become the most trusted insurance company to plan the future with
Vietnamese people and make dreams come true through its products.

In the context of the Covid-19 pandemic, everyone is extremely worried about their health. As a result,
life insurance products are said to be a reasonable protection for the future. Accordingly, the life
insurance product "Tôi chọn An Yen" includes 2 packages "Kế Hoạch An" and "Kế Hoạch Yên" launched
on July 1, 2020 with 3 values: Protection, Investment, and Accumulated, so that customers can actively
choose plans for the full future. (Advertisingvietnam, 2021)

a. Target audience:
Target audience of the campaign is adults aged 25 years and above with average income, it matches the
target audience of Hanwha Life. This can be explained because the company's products are life insurance
products - intangible products with relatively high costs. So they are more suitable and interested by
adults with stable income. Moreover, this target group is also the people who are married and have a
stable life, so they have a need for a life protection, which life insurance products can provide them.
(Advertisingvietnam, 2021)

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 b. Campaign objectives:
Hanwha Life Vietnam wants to build itself to become a life insurance company with young and fresh
image, as well as provide the protection and happiness for people.

In the context that Vietnam and the world are fighting the COVID-19 pandemic, life insurance has
become an important focus in protecting future lives. Besides, the negative news spread in the media
makes a peaceful life a big dream. Realizing that people need to be inspired to have peace of mind as
well as how to create a solid foundation for peace of mind, Hanwha Life Vietnam wishes to redefine "An
Yen" (peace). It is not a state, but should be a way of life that every Vietnamese person needs to actively
choose to pursue. Accordingly, the purpose of this campaign is to redefine and change people's
perception of a peaceful life, thereby building a positive foundation for Hanwha Life's new life insurance
products. (Advertisingvietnam, 2021)

c. Highlight activities:
With such clear purposes in mind, Hanwha Life has used certain communication channels to promote
their campaign.

 A series of articles on Fanpage to open the concept of "An Yên Tự Tạo”:

The “teasing concept” posts on the Fanpage of Hanwha Life Vietnam have given each person a
new definition of “An Yên” and encouraged discussion of this point of view. In addition, the
Mango Digital team also made a set of photos "vạn vật đang tạo An Yên" to create curiosity for
the music MV afterwards.

 Released the music video "An Yên là phải để dành":

The music video combines the images of Fish - Trees - Clouds - Lights creating "An Yên" by
themselves to give a cut scene about each person's initiative in creating An Yen. At this time, the
phrase "Để dành" was also introduced from the MV, to encourage the initiative in "tạo" and "để
dành", as well as creating a connection with insurance and financial products.

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  Create a landing page with a quiz highlight for users to discover their "An Yên" identity:
To increase user interaction with the "An Yên Tự Tạo" concept from the MV, Hanwha Life also
opened a quiz at the landing page for users to discover their own "An Yên" personality, and
suggest a number of activities for users to create "An Yên" themselves.

 Launched the CSR program "An Yên Cho Em":

The program "An Yên Cho Em" was implemented at the same time with the launch of the concept
"An Yên Tự Tạo", starting with loving wishes for children on Fanpage. This activity helps to
increase interaction between users and brands in accordance with the concept of "để dành An
Yên and giving it back to children. After the journey of "An Yên Cho Em" ended, a short film
recording the journey was released to summarize meaningful interactions on social networks to
real life, increasing the connection between the two groups associated with the concept of "An
Yên để dành".

 KOL endorsement:
The KOLs in the campaign are carefully selected with a variety of industries and backgrounds, to
highlight the definition of "An Yên Tự Tạo" for each person. Writer Hoàng Anh Tú shows An Yên
when leaving work and staying at home to support his wife and children. Businessman Trương Lý
Hoàng Phi found An Yên in the constant rotation of work. And MC Quyền Linh defines An Yên as
going to help poor people. These KOLs have created a model for encouraging users to create An
Yên for themselves.
(Tôi chọn An Yên, n.d.)

d. Results:
The series of exciting content and activities to introduce the concept of "An Yên Tự Tạo" has achieved
remarkable success. The music video "An Yên là phải để dành" achieved a record number of interactions
of Hanwha Life Vietnam Fanpage in just 1 month with 330,100 hits, more than 200,000 views, and about
13,000 interactions. Besides, The CSR program also had significant results even though it was only
implemented in a short time with 468,300 hits, 135,000 views, and about 10,000 interactions.

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According to data from the social networking listening tool SocialHeat, the concept "An Yên Tự Tạo" also
created a significant buzz in 1 month with a total number of mentions of nearly 3,000, and accompanied
by a positive emotion index of users nearly 65%, surpassing other brands in the same industry.
(Advertisingvietnam, 2021)

2. Evaluation of the campaign:

a. Evaluation of the message source:
In the campaign "An Yên Tự Tạo", the theme chosen by Hanwa Life is "An Yên" (peace). Therefore, the
KOLs that the company selected for its campaign are MC Quyền Linh, businessman Trương Lý Hoàng Phi,
journalist Hoàng Anh Tú, and writer Nguyễn Ngọc Thạch. Not all of these KOLs are famous to the general
public, especially young people, but they are all familiar faces to many people with 25 years of age and
older and highly educated. Moreover, these KOLs are all adults with careers and families. In the eyes of
the public, they are the ones who always love and value their family, moreover they are also highly
intelligent people and have great trust from customers. From there, it can be seen that these KOLs are
successful people and have a clear perception of life and family, so they are the people who most
represent the desire to have a peaceful life. So, it can be seen that Hanwha Life's selection of KOLs is
reasonable for the target audience and objectives of this campaign. (Advertisingvietnam, 2021)

b. Evaluation of the creative content – message:

In the campaign, Hanwha Life has conveyed messages related to the theme of "An Yên" such as "An Yên
là phải để dành" or "An Yên không phải là một trạng thái". With these messages, Hanwha Life wants to
change people's perception of themselves and life. When they have a career and a family, the next
destination of a person is a peaceful life, a comfortable, worry-free, carefree life. On the other hand, “An
Yên” is not a state, it is something that people need to build for themselves to get. Through those
messages, Hanwha Life encourages people to build their own "An Yên" lifestyle. Since then, this message
has been a rational appeal to everyone. In the message that Hanwha Life brings, each person puts it in
their own story and situation. Someone is busy worrying about tomorrow's work, someone is worried

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about the safety of their family, maybe someone is worried about possible risks in the future. However,
whoever it is, everyone is looking for a peaceful moment in life. Therefore, a lifestyle of "An Yên" is
something that each person needs to build for themselves. (Advertisingvietnam, 2021)

Besides, the campaign's message is also conveyed through the MV "An Yen là phải để dành" in a gentle
and subtle way. That message is conveyed in the MV with gentle lyrics and vivid images of
anthropomorphized ordinary things. The images of fish, clouds, trees, lights and other things are shown
with a peaceful and free life. Thereby, Hanwha Life's media team wants to convey the message to
everyone that "An Yên" is something we must save - encouraging people to take action to build a
peaceful life for themselves. This also creates a link to Hanwha Life's life insurance product, which will
provide protection and peace of mind for everyone. Accordingly, it can be seen that Hanwha Life's MV is
very suitable for the brand positioning, target audience and objectives of the campaign.
(Advertisingvietnam, 2021)

c. LầnEvaluation of the channel choice:

The main channels that Hanwha Life chose for this campaign are social media, the website, and public
relation.

For social media channels, the campaign is implemented through Hanwha Life Vietnam's Facebook
Fanpage. There, articles with teasing concepts were posted to bring people closer to the topic of "An
Yên" and encourage people's discussion on the issue. In addition, Hanwha Life's media team also created
a set of photos of "everything is creating peace" to create curiosity for the MV, then the MV "An Yen is a
must save" was also posted on this Fanpage. Since then, the content on the Fanpage of Hanwha Life
Vietnam after the MV debut follows the concept of "An Yên Tự Tạo", combined with the benefits in
insurance products to increase the product's awareness as a brand. An effective solution for users to
create An Yên for themselves. (Bảo Hiểm Nhân Thọ Hanwha Life, n.d.)

As for the channel website, after the MV was released, a separate landing page of the campaign with the
theme "Tôi Chọn An Yên" was released and reached the audience on the official website of Hanwha Life.
A set of quizzes was also created on the landing page for users to discover their own "An Yên"

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personality, and suggested some activities for users to create An Yen themselves. Meanwhile, the same
content and MV as on Fanpage as well as information about related insurance product packages are also
posted on the "Tôi Chọn An Yên" landing page on the official website. (Tôi chọn An Yên, n.d.)

For the public relations channel, Hanwha Life held the program "An Yên Cho Em" at the same time as the
launch of the concept "An Yên Tự Tạo". This program consists of 3 phases. First, the company calls for
sharing on social networks for disadvantaged children. After that, the meaningful wishes of the
community to the children will be kept on the landing page "Tôi Chọn An Yên". Finally, the company
organized a car trip to spread love, wishes, and meaningful gifts to the children. After the bus ride ends,
a short film will be created to summarize the meaningful activities of the program and increase customer
interaction. This program is both a community responsibility activity, increasing customer interaction,
and once again affirming the campaign's message. (Advertisingvietnam, 2021)

In general, PR, social media and websites are communication channels with good accessibility for
audiences aged about 25-35 when they are people who use the internet a lot for different purposes and
have the amount of time using social networks is relatively high. However, for people of older age, these
communication channels are not really effective; This is quite understandable because the majority of
elderly people in Vietnam do not often have access to the internet, especially social networks. On the
other hand, for customers who are intellectuals and work in office environments, these communication
channels have good accessibility because they are the ones who have to access the internet and use
social networks frequently due to the nature of work. In summary, choosing two channels as social
media is not the optimal choice for the campaign to match its target audience and objectives.

III. Conclusion:
To conclude, the report points out the main information about Hanwha Life's "An Yen Self-Created"
campaign. At the same time, the analysis and evaluation of the campaign has also been provided in the
report in detail and completeness. Thereby, the report brings valuable information and knowledge as a
case study for media practitioners.

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References:
Advertisingvietnam. 2021. Hanwha Life Việt Nam và chiến dịch “An Yên Tự Tạo”. [online] Available at:
<https://advertisingvietnam.com/hanwha-life-viet-nam-va-chien-dich-an-yen-tu-tao-l16266> [Accessed
6 June 2021].

Facebook. n.d. Bảo Hiểm Nhân Thọ Hanwha Life. [online] Available at:
<https://www.facebook.com/groups/562227491165090> [Accessed 6 June 2021].

Hanwha Life. n.d. Tôi chọn An Yên. [online] Available at: <https://toichonanyen.hanwhalife.com.vn/>
[Accessed 6 June 2021].

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