Title Liberty Brief_VN Brand Campaign.pdf ✅

Page 1 of 4 Liberty Insurance Limited 18th Floor, Vincom Office Building 45A Ly Tu Trong, District 1, Ho Chi Minh City, Vietnam www.libertyinsurance.com.vn Request for Proposal RFP: Liberty Insurance Vietnam Integrated Branding Campaign Proposal Due By: May 2021 Name of Company: LIBERTY INSURANCE VIETNAM Company Background: • Liberty Insurance Vietnam (LIV) is a 100% U.S. owned general insurer and a member of Liberty Mutual Group, a global reputable insurance group with over 45,000 people in more than 900 offices throughout the world. • LIV is awarded top 10 reputable non-life insurance businesses in Vietnam by Vietnam Report for 3 consecutive years, from 2018 to 2020 for its customer service, transparency and fairness. More details here. • Liberty specialises in providing insurance solutions directly to Vietnamese individuals and businesses, with a wide range of insurance products and services for car, truck, health, cancer, home, travel, personal accident, insurance packages for SME and other Property and Casualty products. Liberty is highly recognized, by the market, for its well-perceived flagship AutoCare and customer-centric A&H products include: HealthCare, Medicare and FamilyCare medical suite, TravelCare and innovative CancerCash products. Project Overview • LIV with its strengths and distribution network has strong presence in the large cities and in the motor space (latest customer survey indicated top 3 top of mind). LIV has also been distributing directly to customers online and via call centers in the past 10 years. • To scale up our Digital and Direct business and widen up our distribution network, especially with COVID-19, the Liberty brand and its core products (Motor, Accident & Health lines) and well as their philosophy are required to be communicated, strengthened and spread effectively on 3 key channels: Digital (Online), large cities and key Provincial areas (Offline) to the right customer targets/ segments/ demographics/ needs. • The project aims to deliver an integrated brand campaign to build and strengthen the Liberty brand; and subsequently its core products: Auto, Medical, Travel and Home. The project should enrich its customer segmentations, especially those that are 25-44 years of age, living in large cities and have an interest – as well as knowledge – about insurance products. Other audience segments such as key provincial areas, uninsured customer segments, etc. should also be addressed but to a lesser extent. • The project should drive target audience engagement and understanding of Liberty philosophy and solutions for our customers. Positioning Liberty as a reliable partner who walk alongside in each and
Page 2 of 4 every aspect of our customer’s life, that customers can embrace today and confidently pursue their tomorrow. • The project should drive target audience’s appreciation, to select Liberty and recommend Liberty to others. Keep inspiring and encouraging customers to perceive that Liberty’s products protect them and bring them peace of mind. • The branding campaign must take into account the current branding, positioning and marketing activities of the overall general insurance market, especially the top 5 insurers. Project Goals Branding objectives, the start of everything a) Goal 1 To improve Top of Mind of Liberty brand unaided awareness (pre, during and post campaign measurements required) b) Goal 2 Higher value and better sentiment ratio of Liberty brand (pre, during and post campaign measurements required) Create customer trust, confidence and appreciation to the Liberty brand as one of the best choices among insurers in Vietnam. c) Goal 3 Increasing the lead volume and sales performance. The ability to attract and engage with the right group/segment of new customers, shortening the time of purchasing decision. Scope of Work The branding project includes all marketing activities of online/offline, above-the-line/below-the-lines as a comprehensive 360° integrate marketing strategy. • The plan will approach potential customers at the right channels nationwide, especially in provincial areas. • The integrated branding campaign must address the current social context and changes in customer behaviours and expectations. This should reflect on the recommended brand roles, strategy approach, creative idea/concept and execution plan of the campaign. • All branding and marketing activities must be tracked, measured and reported in detail included customer leads generated, interactions, and engagements during the campaign. Target Deliverable Schedule Enhance Liberty brand in 4-6 months with a comprehensive plan. The campaign is planned to kick start in Q3 2021 and wrapped up within 2021
Page 3 of 4 Existing Roadblocks Or Technical Issues • Do not to utilise Corporate Social Responsibility activities and programmes for branding building and marketing activities. • Given the low market’s overall general insurance penetration, all communication/activities/tactics must have clear targeting strategy for maximum impact and return of marketing investment. • Marketing analytics indicators and measurement have to be aligned before the campaign launch and before every key phase between the agency and LIV. Actual accomplishment of agreed KPIs will be reflected in each phase’s final consolidation of actual costs – KPIs for subsequent phase(s) might also be adjusted before the phase initiation. • The technical measurement tools Google analytics, social listening, UTM tracking, website traffic and all other measurement tools must be fully setup, aligned and owned by LIV before the campaign launch. Budget Constraints USD500,000 budget Evaluation Metrics Liberty will evaluate bidders and proposals based on the following criteria: Criteria Offered proposal/solutions/expertise/creativity (technical know-how) Execution Projected costs Company size, portfolio and track records (quality of work) Get back time (responsiveness in proposal stage) Flexibility Questions Bidders must answer to be considered a) Question 1 Do you have previous experiences in any similar branding projects? b) Question 2 What is your level of experience and familiarity with non-life insurance industry, insurers and their products?
Page 4 of 4 c) Question 3 What is your unique strength and differentiation to other agencies? d) Question 4 Are you willing to commit to a non-compete and exclusivity clause during and up to 12 months after the campaign execution? Name of Contact Person: Nguyen Hoang Duy Email of Contact Person: Hoangduy.nguyen@ libertyinsurance.com.vn Contact No. of Contact Person: +84 9 0315 4155