Brief Explanation

Pru Life UK leveraged the Pacquaio/Mayweather boxing match to launch a digitally led brand campaign in Philippines, supported heavily with on-ground activation. They brought the fight live to Bantayan island and 10 other communities which had no way of watching the fight live and told their story in an online and broadcast video. On-the-ground activation was a key part of the campaign. We produced and distributed 100,000 ‘Go Manny’ red bandanas across various venues where people were watching the live fight. And even though there were other brands which had sponsored the live viewings in some big arenas, people wore the red Bandanas with Pru Life UK branding, giving us a guerrilla exposure at no additional cost. On the social media, we asked people to show their support for these Filipino fighters by posting a photo wearing the bandana. The red bandanas became a symbol of support for Manny Pacquaio.

The Brief

In a highly cluttered Life Insurance competitive space, Pru Life UK needed to find a way to be more recognized and accepted within the local communities. We wanted to help our insurance agents by creating familiarity, acceptance and differentiation as a social purpose-led brand. The objective was to • Increase its 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

Describe the success of the promotion with both client and consumer including some quantifiable results

Almost all major newspapers, blogs and TV stations captured images of people wearing our bandanas on the streets of Philippines supporting their hero Manny Pacquiao. - 18 million people reached in 7 days, an overall reach in excess of 40 million - A 75% increment in top-of-mind brand awareness - Extremely positive response from the agency force leading to a 21% YOY increment in sales for H1 - Massively engaging, with 370,000 likes, 7,000 comments and 24,000 shares just on Facebook - 7% click-through rate for videos on Facebook - Estimated PR value of Php 74,501,280 (USD 16M+).

Explain why the method of promotion was most relevant to the product or service

We were driving awareness and engagement through this campaign. Pru Life UK brought the fight live to the people of Bantayan and 10 other municipalities who would have otherwise not been able to watch it. An online video was released four days before the fight telling the story of Bantayan and Pru Life U.K’s effort to bring the fight live to them. 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 across various venues where people were watching the live fight. On the social media, we asked people to show their support for these Filipino fighters by posting a photo wearing the bandana. Each photo or hashtag (#ForEveryPinoyFighter) resulted in a donation for Bantayan’s recovery. We demonstrated that we are a brand that truly understands the needs of people.