Creative Execution

The island of Bantayan was hit badly by Typhoon Haiyan in 2013. We brought the fight of the century live to them. We told their story in an online and broadcast video campaign. Taking a piece of our brand identity (Lady Prudence in the Pru Life logo also wears a red bandana), we produced and distributed 100,000 ‘Go Manny’ red bandanas. We asked people to show their support for these Filipino fighters by posting a photo on their social media pages wearing the bandana. Each photo or hashtag (#ForEveryPinoyFighter) resulted in a donation for Bantayan’s recovery.

- 18 million people reached in 7 days, an overall reach in excess of 40 million - A 75% increment in top-of-mind brand awareness - A 21% YOY surge in sales for H1 - A 5% point increase in aided recognition of the Pru Life UK logo - A 12 pt positive movement on the attribute ‘a company with a long Asian history and a commitment to Asia’ and positive increment on every brand attribute that the company tracks. - Massively engaging, with 370,000 likes, 7,000 comments and 24,000 shares - Estimated PR value of Php 74,501,280 (USD 16M+).

The Floyd Mayweather vs. Manny Pacquaio fight was billed as the “fight of the century” and it was the biggest event in Philippines. While other brands were fighting for space on TV (where the rates were skyrocketing), we recognized that most of our potential customers are present online and are highly active on social media. We extensively used social media activation and programmatic buy for maximum video reach and supported the campaign with on-ground activation with a strong PR story. The clear goals from the campaign were - Increase top-of-mind brand awareness - Get the sales force excited - Emotionally engage its target audience which would provide an opportunity for sales people to start a conversation which could then translate into higher sales - Positively influence key brand attributes - Become part of the Filipino culture