Why is this work relevant for Brand Experience & Activation ?

Founded in 1848, Prudential is a heritage brand that has been providing customer with financial security for over 170 years. Although proclaimed as a ‘listener’ brand, Prudential is equally of a ‘doer’ as it always turns customer’s wishes into actions. In the age of social media dominance, people seem to care about what they say more than what they do. That’s why Prudential is determined to change this prevalent culture by transforming them from a “sayer” to a “doer” through the PruRide event.

Background

The insight is stemmed from a culture of inertia where Hong Kong people show support for local athletes only on social media instead of actually cheering for them, and they say they are going to exercise more but rarely do so. It is not only discouraging for our local athletes, but also harmful to our own well-being. With a goal to bring a change to the unhealthy culture, Prudential starts a movement – a transformation from a sayer to a doer – with an engaging and entertaining event. It should 1.) kick start the change with an incentive and an easy, accessible first step, 2.) allow participants to experience the fun and enjoyment in trying a new lifestyle, and 3.) motivate participants to continue with the new lifestyle on their own.

Describe the creative idea (20% of vote)

In the PruRide event, we turn likers into bikers. By building a virtual velodrome, we turn participants into professional track cyclists. Participants will send Sarah Lee, Hong Kong’s world champion track cyclist, a letter of challenge and they will compete with Sarah in the velodrome, so that they get to experience the excitement of competing with world-class track cyclists as well as the exhilarating adrenaline boost after a workout.

Describe the strategy (20% of vote)

Going hand in hand with PRURide Six Day Hong Kong sponsored by Prudential, the PruRide campaign features Hong Kong’s world champion track cyclist Sarah Lee as the protagonist of the event. The event invites anyone who supports Hong Kong’s sports industry and/or is keen to try out an active lifestyle to compete with Sarah. To overcome the physically challenging sport might intimidate potential audience, innovative technology is used to imitate track cycling in the Hong Kong Velodrome for a realistic and safe experience. Participants will have a taste of the active lifestyle, they will also have a chance to cheer for Sarah and witness her victory in person in PRURide Six Day. By allowing participants to experience the benefits and joy of exercising and witnessing the athlete’s triumphant moment, the PruRide event helps and motivates people to leave their social media behind and live a healthier, more fruitful life.

Describe the execution (30% of vote)

PruRide journey starts with the “warm-up” station, which challenges participant’s balancing skill, participant stands in front of an interactive installation and follow the poses on the screen so that they can virtually compete against a real athlete. In the main challenge, the participant will compete with world champion Sarah in the Virtual Velodrome. Constructed with VR and 4D projection mapping, the velodrome is meticulously rendered with the exact same measurements as the Hong Kong Velodrome, and is projected on both a 270-degree immersive screen and the floor for an uber-realistic view. Combined with a motion capture of a Hong Kong professional track cyclist, participants will feel as if they are competing against real athletes, in their actual speed. Air resistance is also imitated by a fan. Fast cyclists will even enter the futuristic neon realm of TRON for an even more mesmerising, surreal cycling experience.

List the results (30% of vote)

The result of the cycling journey is phenomenal, with tangible outcomes achieved Positive ride experience: 94% of participants enjoyed cycling with Sarah, From “likers” to “bikers”: 69% of Sarah’s supporters in PRURide Six Day came from this event Bonus – willing to switch to healthier lifestyle: 73% were willing to put down their phones and exercise more. The event has also successfully set Prudential apart from traditional insurance companies in terms of branding identity, as it conveyed the message that Prudential is not only a “listener” but also a “doer”. Source: In-house post-event questionnaire / ticket sale of PRURide Six Day event