GENERALI VIETNAM’S APRIL FOOL CAMPAIGN - VITA TINH TO
Client: Generali Vietnam
Creative Lead: Huynh Vinh Son
Copywriter: Hung Nguyen
Art Director: Pham Dang Khoa
And a great contribution from Generali Vietnam’s in-house team!
In Vietnam, April Fool means National Love Confession Day, as many people use this occasion to express their love, so that if it fails, the confessor can say that it’s a joke to save his/her face.
This year, Generali launches their joke on this by Vita Tinh To, a ‘new insurance’ that compensates for the damages the buyer might have to suffer when his/her confession fails, so that he can declare his/her love worry free.
The product is named Vita Tinh To (A wordplay from ‘love confession’ in Vietnamese + a prefix ‘Vita’ in every Generali insurance)
The tagline: ‘Feel free to confess, afraid of no rejection’
Phase 1: Teasing
Dropping hints about the products benefits on Facebook posts
A Tiktok Challenge showing how people transform after being rejected with the help of Vita Tinh To
A series of mini game asking people how cool they would reply after the failed confession & win Vita Tinh To gift set
A short in-house social video
The teasing phase alone attracted more than 30.000 curious minds.
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
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.