GENERALI – NGÀY HỘI SỐNG NHƯ Ý 2019
GENERALI – NGÀY HỘI SỐNG NHƯ Ý
Client: GENERALI VIETNAM LIFE INSURANCE LIMITED LIABILITY COMPANY
Brand: GenVita Sống Như Ý
During: 14,15/12/2019
Target Customer : Family with average income ( from B to A+ Classs)
The Brief:
- Increase the awareness and the love of target customers about the brand.
- Become the leading Italian insurance brand that gets the most talked-about after the event
Challenge:
- Communicate & build a brand image full of emotions & customer understanding to attendees.
- Building the IMC Plan. Not only organizing BTL event but also the coordination between 3 Agency: P2P, PR Agency LaLaLand & Mango Digital Agency.
- KPI: 10,000 attendees.
- Design the whole event to become a space with the context & culture of Italy.
“LA DOLCE VITA – GENVITA”
Inspired by “La Dolce Vita” – The famous Italian motto of living every day with love and joy. To be able to live to the fullest and enjoy today, it is necessary to set goals for the future and accept challenges to ensure a solid life later. GenVita products and features will help their customers confidently go further to reach their goals.
“NGÀY HỘI SỐNG NHƯ Ý”
Building the Platform “Ngày Hội Sống Như Ý” with a concept of an annual family festival, Generali can show the companionship with “Vietnamese families” through each stage. Allowing the attendees to find understand Italian Life, and increasing the desire to raise the current standard of living. “Ngày Hội Sống Như Ý” festival will become an opportunity for families to spend time living slowly, experiencing, and bonding together; So that they can choose a fulfilling lifestyle for themself & their family with Generali products. “Ngày Hội Sống Như Ý” offers an authentic Italian culture experience throughout the event space. The Music night offers eye-catching performances to showcase the beautiful life that Generali conveys to attendees.
AND, SPECIFICALLY, THE FACTORS ARE AS FOLLOWS:
- The concept:
– Create an Italian space with the design of 4 famous miniature cities: Milan, Tuscany, Venice, Rome
– Interspersed with booth activities are street performances with images of Italian costumes, giving attendees the experience of walking on the streets of Italy.
KEY TACTICS/ ENGAGEMENT
When coming to the “Ngày Hội Sống Như Ý” Festival, customers can experience a miniature Italy with 4 event areas that are the famous Italian cities: Milan – Rome – Venice – Tuscany. For each city, customers will be immersed in Italian culture, cuisine, and life through the event’s booths & sponsoring partners:
- Take romantic photos on the Venice River
- Play Pizza making game – an iconic symbol of Italy
- Kisscam 360 degrees in Tuscany
- Walking the streets of Milan with famous Italian brands: Maserati, Vespa Piaggio, Ducati…
- Enjoy Italian cuisine with Bon Cafe, Pizza Company…
- Learn about Generali with the Heritage area
- Experience the technology in the 360-degree mapping room
- Consulting on GenVita products at GenCasa
- Interspersed with booth activities are street performances with images of Italian costumes, giving attendees the experience of walking on the streets of Italy.
Besides, the highlight of the festival is that customers can freely participate in booths with a check-in bracelet containing data. With this bracelet, customers can easily accumulate points – exchange gifts & participate in the lucky draw session.
THE MUSIC NIGHT:
The Music Night took place magnificently with fantastic choreographed performances from the performers of Vietnamese-Italian cultural exchange by the child choir & Duc Tuan’s voice, the passionate and romantic melodies of the singer. Singer Phuong Vy – Tuan Hung to the lively and youthful appearance by Truc Nhan – Dong Nhi. The most worth-seeing moment is the Mapping screen onto the Independence Palace with 3D movies that carefully was produced and scripted with content & images. All combined to bring a great night of Music Festival from visual to sound.
EXECUTION HIGHLIGHT
Venue & License:
- Independence Palace is the owned by the government, so:
o The complex program takes place in 2 days with many activities and 3D Mapping show, so the application for a permit is prolonged. It needs detailed explanations & continuous work with the Department of Culture and Tourism of Ho Chi Minh City as well as the Ho Chi Minh Department of Information and Communication.
o Mapping presentation on the Independence Palace, the content of the images transmitted must be reviewed at the time of implementation.
o Due to the special implementation point, the management of program personnel, safety issues, and delivery vehicles also become more complex than other programs.
Event:
- Set up: The show has a total of 5 main areas: 4 miniature cities with a total of 26 booths & stages. All construction needs to be done in just 50 hours. It is the concerted effort of more than 100 construction workers from 7 suppliers.
- Day event:
o Partners’ areas: To create a program full of images, culture, cuisine, Italian life, Generali invited 10 partners to participate in the program: Italian car brands, F&B, Italian furniture, etc.
o Special areas: During the day, there are 2 special areas that need to be invested in with a lot of techniques to create a real experience for customers, which is the artificial Venice river & the 360 mapping cinema room.
- Night Show:
o Staged performances: The performances are scripted and need careful preparation from the production of remake songs, recording with the child choir combining the main vocal skills to each visual with mood, tone, and the event concept.
o Mapping on the Independence Palace: The process of preparing & editing 3D mapping movies is almost based on the drawings of the Independence Palace but the old drawings are not very accurate, so when entering the rehearsal stage, the film had to be adjusted in a very short time.
The Staff:
- From the early days, the 3 core teams of P2P, Mango, and Lalaland have worked closely together to be able to come up with an IMC Plan that all the activities from online to offline must be complemented and matched each other well.
OUTCOME:
- More than 3000 people attended the 2-day event.
- “Ngày Hội Sống Như Ý” became a highly appreciated outstanding campaign from the end of 2019 to the beginning of 2020. Making an impression from offline to digital events. Bringing the image of Italian insurance brand Generali closer to customers in Vietnam.
OTHER ARTICLES ABOUT THE EVENT :
https://www.brandsvietnam.com/campaign/416-Generali-Song-Nhu-Y
