Insights to the 2021 FWD Cancer Care

Product campaign
FWD is an international group specializing in providing customer-led insurance
coverage products. Since 2013, FWD has provided customer-led insurance
coverage, including life insurance, personal accident, critical illness, and health-
focused products to more than 1 million customers ranging across six countries. 

In 2020, FWD Vietnam successfully raised an awareness campaign for the local
market, especially for young people, about cancer risk, with over 40.000 social
media engagements and 1.000 registered policies. 
 
Aware of the momentum the 2020 campaign has created, FWD sets the 2021
campaign's goals with much bigger ambitions. The three main objectives are
raising awareness & improving knowledge about the risks of cancer for young
people, emphasizing the importance of financial protection in case of
unforeseeable situations, and supporting the sales team through different
channels. 
 
However, there are specific challenges the 2021 campaign has to overcome. As
the results above stated, there was only one successful policy per 40
engagements on social media. The new campaign will have to solve the big gap
between social engagement and actual sales results. 
 
As Vietnam is a young and dynamic country with over 24.6% of the population
aged 16-30, this is the target audience that FWD wants to reach for this viral
campaign. Young Vietnamese engage eagerly on social media platforms and are
inspired by successful people. However, they still lack or are ignorant of the risk
of cancer at a young age. Furthermore, they are also hesitant in making big
decisions about their lives. 

One of the most critical factors of a successful campaign is a powerful key

message. Grasping the mentality of the targeted audience, the 2021 campaign
improves the key message: BẢO VỆ NGAY, TỰ TIN SỐNG MỖI NGÀY - with the
additional "ngay" - the time factor to trigger the audience to take action
immediately. "Ngay" also means how convenient and fast the process of buying
FWD Cancer Care Product is, with only a few clicks via online e-commerce sites. 

The campaign will have 3 phases, last in 4 weeks and heavily focus on various
media types; noticeably among them are testimonial clips, social experiment
activities, Facebook and KOLs:

Phase 1 lasts in 1 week and aims to Raise curiosity and conversions among target
audiences with the topic "When is the best time to protect yourself?" through
both owned and paid; online and offline channels.
 
After that, phase 2, which also lasts in 1 week, will spread out the messages
"Protect Now" or "Never2Young" and encourage the target audience to buy the
products through online and offline social experiments.
 
Lastly, Phase 3, which lasts in 2 weeks, will enforce the message and sales
through a Recap video of the social experiments. 

The campaign's total budget will be 970.000.000 VND, with most of the budget
spent on Media Performance, Offline Social Experiment, Print ads and KOLs
booking. We expect the campaign will result in 1.000.000 video views, 20.000
engagements, 4.000 buzz and 3.000 registered policies.