LQT Talk #07: Unique Marketing Strategy at Sun Life Vietnam – Centering on Creative Art

The LQT Talk Marketing event, combined with a company tour at Sun Life Vietnam Life Insurance, brought unique experiences to all WSU-LQT BBUS program students.

Held in the open space of S.Space, LQT Talk Marketing welcomed the creative team and the CEO of Sun Life Vietnam – Mr. Luc Nhon Ly – who shared marketing strategies that focus on creativity and art.

Employee Branding at Sun Life Vietnam

Inspired by the sun, the spaces at Sun Life Vietnam are designed to welcome natural light. A prime example is the S.Space area, where personal workspaces are shared, allowing anyone to sit and work anywhere they prefer. Not only in physical spaces, but Sun Life’s activities also carry a modern, minimalist, and elegant artistic touch – something rarely seen among its industry peers.

Mr. Luc Nhon Ly shared that from the very first days at Sun Life Vietnam, he wondered whether his image could bring something different to the market. Refreshing the personal image of employees was the approach he chose to apply to Sun Life.

At Sun Life Vietnam, we don’t refer to sales staff as “Sales” because they don’t just sell solutions. They are individuals who understand, empathize, and advise the most suitable services for each customer. That’s why we describe them as “Life Portfolio Managers” – people who design life, responsible for the financial and health well-being of clients, while also being the company’s main point of contact with customers.

Moreover, the human resources and creative teams continuously bring engaging activities for employees, boosting morale and fostering unity across the organization. Some highlights, shared during LQT Talk #8, include:

1. Year-End Party Event 

Instead of following the typical party format, the creative team at Sun Life Vietnam transformed this annual event into an art exhibition, filled with diverse forms of artistic expression. The event created an intimate atmosphere for conversation and provided a meaningful opportunity for employees and leadership to connect and engage.

2. Cinema Event 

Every month, on a set day, Sun Life Vietnam hosts a free movie screening day for all employees. This activity is designed to help staff unwind and relieve stress after long and tiring work hours. Initiatives like this not only boost individual morale but also indirectly enhance the overall productivity of the company.

3. Quarterly Event 

Activities exclusively for Sun Life employees are regularly organized in various formats, enhancing each individual’s experience throughout their journey with the company. These events also serve as a space for relaxation and stress relief after long working hours.

Customer peace of mind—knowing that both financial and health aspects of their lives are comprehensively protected—has always been a top priority for Mr. Luc Nhon Ly. From this vision, he aims to foster positivity not only for customers but also for employees at Sun Life Vietnam and the wider Vietnamese community through creatively designed cultural and artistic initiatives.

He believes that when people are fully protected, physically, financially, and mentally, life naturally becomes better. As he puts it: “Life’s brighter under the sun.”

THE ARTISTIC PERSPECTIVE IN EVERY SUN LIFE VIETNAM PRODUCT

Mr. Luc Nhon Ly shared that he has a grand vision for Sun Life, to turn the message “Life is brighter under the sun” into reality. He said, “We are striving to achieve this through the foundation of arts and culture. And we begin from the very place where ideas are born, the workplace.”

Mr. Nhan Nguyen, Creative Director at Sun Life Vietnam, added that their creative team always aims to infuse artistic metaphors into every piece they present to the public. Among the standout works and campaigns he shared are:

Welcome letter 

The welcome letter is a personalized document that customers receive when using insurance services at Sun Life. At Sun Life, the welcome letter is written in the form of a poem and personalized with each customer’s name.

Interactive welcome video 

Interactive video (IV) is a type of digital video that supports user interaction. It allows viewers to click or tap on their mobile devices within the video to perform actions. For customers who are not tech-savvy, interactive videos make it easier and more enjoyable for them to follow login instructions.

Promotional item 

Promotional items are products designed to promote a company’s image. At Sun Life, all commercial products are designed with a minimalist yet sophisticated style, offering a sense of elegance and high practicality for everyday life.

Creative Video Clips

To provide a smoother experience in the insurance claim and payment process, the Sun Life team released a video depicting the claim submission steps through the metaphor of flower arranging. Since flower arranging evokes a sense of relaxation, using this metaphor suggests that the claim process will be simple and gentle, helping to avoid causing stress to customers.

Conclusion

WSU-LQT BBUS students enjoyed a unique experience visiting the De La Sól art exhibition space — Sun Life’s flagship location in Vietnam. There, they explored a showcase of artworks by renowned artists in collaboration with Sun Life Vietnam.

Through the event LQT Talk #8: Marketing, LQT students gained valuable insights into implementing marketing activities tailored to different industries, as well as key customer and life insurance financial behavior insights.

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