INSURANCE
APRIL FOOL CAMPAIGN
An Absurd Idea That Turned Real
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An Absurd Idea That Turned Real ⋆
Phase 1
Teasing
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Dropping hints about the products benefits on Facebook posts
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A Tiktok Challenge showing how people transform after being rejected with the help of Vita Tinh To
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A series of mini game asking people how cool they would reply after the failed confession & win Vita Tinh To gift set
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A short in-house social video
And even a dedicated product site
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And even a dedicated product site ↓
PHASE 2
Launching
After getting more than 65.000 people curious about the ‘new product’, on April Fool Day, we reveal that it is not a real insurance product but actually a gift set to encourage unrequited lovers to show their love. The gift set includes:
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A decently designed insurance card, just like other insurances
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To wipe away the tears of pain
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A playlist consisting typical songs heartbroken people listen to, Mr.Siro’s ones, for instance.
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To make over yourself and appear fabulous to welcome the next crush
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To free your mind from bad thoughts after the rejection
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To beautify yourself and make the person who rejects you regret
The Vita Tinh To Gift Box
A letter from Generali to thank you for choosing us to heal your heart by Vita Tinh To Insurance.💖
The Vita Tinh To Insurance Card - the guardian of all hearts
A healing playlist
The tissue box and vouchers
The certificate of patted heart with the value of comforting up to 1 billion loving hearts and the speed of compensation is as fast as the way your crush rejects you
The full set of Vita Tinh To
Phase 3
REVEALING
It was revealed using a Facebook Post and a lottery game on their product site.
Although it wasn’t a real insurance product, there were 80.000 preorders via the website, and they would receive real Vita Tinh To gift set.
I would like to express a huge appreciation toward Generali Vietnam’s Brand Team and In-house Creative Team for building up this whole campaign from a very risky and crazy thought of mine. Without you, it might end up in my To-Be-Revived-Someday deck, forever.