PRUDENTIAL WE DO BRAND CAMPAIGN

TitlePRUDENTIAL WE DO BRAND CAMPAIGN
BrandPRUDENTIAL CORPORATION ASIA
Product / ServicePRUDENTIAL (BRAND)
CategoryB01. Brand-led Education & Awareness
EntrantR/GA Singapore, SINGAPORE
Idea Creation R/GA Singapore, SINGAPORE
Production R/GA Singapore, SINGAPORE
Post Production R/GA Singapore, SINGAPORE

Credits

Name Company Position
Brady Ambler R/GA Campaign strategy consult
Roana Brito R/GA Campaign strategy lead
ShingSian Chew R/GA Creative lead
Shingo Ohno R/GA Visual lead
Cheryl Seah R/GA Creative art team
Cassandra Sim R/GA Creative copy team
Sharmayne Ng R/GA Creative art support
Seamus Higgins R/GA Creative oversight & leadership
Daryl Goh R/GA Client service lead
Priscilia Liew R/GA Lead producer
Felix Rompis R/GA Client service consult
Amanda Wumy R/GA Talent management
Evana Ong R/GA Finance
Sabaria Wahed R/GA Talent experience
Dorothy Peng R/GA Project sponsor
Marianne Whitman R/GA Production sponsor

Why is this work relevant for Branded Content & Entertainment?

A 173 year old insurance company managed to co-create a hit single that became #13 on Apple Music’s Global Top 100 list. It mobilised young people across 10 markets in Asia to contribute nearly 7 thousand videos to the movement, which generated 46 million UGC views from the wider community. This campaign is a perfect example of what happens when you build on culture, rather than interrupt it: over 302 million total views and 12 million ‘Likes’ across TikTok, Facebook and Instagram.

Background

Situation: Prudential had a brand image problem. The general perception was a safe, stable company, but not very forward thinking or innovative. In short, we looked old fashioned and out of step with a new generation of younger, more tech savvy customers. Meanwhile the whole insurance category felt inauthentic and transactional with a one-dimensional view on health. Prudential could win with a more authentic, purposeful and holistic approach to total-wellbeing. Brief: Develop a brand campaign leveraging the ‘We Do’ platform to help Millennials feel healthier while a global health pandemic upends their lives. Objective: Build a progressive brand image and drive preference for Prudential in Hong Kong; Taiwan; Singapore; Malaysia; Indonesia; Thailand; Laos; Philippines; Cambodia; and Vietnam.

Describe the creative idea

Our audience lives in a social world. It’s here they spend their time interacting, playing and learning. In this social world, we’ve seen a phenomenal rise of a new behaviour – dance. What if we could tap into this behaviour and use it to collectively move people towards holistic wellness? Our key is a genre of music inherently unifying and social: K-Pop. Always energetic. Always positive. Always playful. Creative idea: ‘Dance for Wellness’ Bring people together to learn about multiple dimensions of wellness (emotional; physical; financial; social) and improve their own in the process through new music and choreography from SuperM. Original lyrics and dance moves are designed to inspire and guide Millennials to take positive action towards their wellbeing. The song title ‘We Do’ is Prudential’s brand tagline and emphasises the importance of being proactive with health (Prudential’s brand ethos). Who ever said health and wellness can’t be fun?

Describe the strategy

In 2020, Millennials were feeling overly negative about wellness. Emotional: 58% felt more fearful and 57% more stressed Physical: 60% weren’t getting enough sleep nor exercise Financial: 60% were worried sick about their financial security Social: 76% felt less connected to others When it came to improving well-being they experienced pain-points. Overchoice: Finding the best wellness solution was paralysing Distrust: People needed to sift fact from fiction with wellness claims Self-Doubt: They were left on their own to self-service and self-care The Problem: Millennials needed better social support for wellness Brand Role: Co-Wellness – here to make wellness easier together The Unlock: Making group improvement fun is the best way to fuel co-wellness; boring self-improvement is the enemy Campaign Proposition: ‘We Do Well Together’ For pressurised Millennials struggling to make progress, Prudential helps you become healthier by making it fun to get better together, so we can all do well

Describe the execution

Teaser Message: New soundtrack, new moves, new collab, new ways to do wellness – dropping like it’s hot! Keep your eyes peeled for the premiere by PRUxSuperM Creatives: ‘We Do’ Logo, Social Posts Music Video Launch Message: Count down and dance along with us to “We Do” by SuperM Creatives: ‘We Do’ Music Video, Social Posts Dance Challenge + Reaction Videos Message: Submit your dance rendition for a chance to win merch, virtual concert tix, become back-up dancers or get a reaction video from the boys! Creatives: Dance Tutorials, Reaction Videos, Behind the Scenes, Social Posts Wellness Series Approach: Every SuperM member shared wellness tips Creatives: Social Posts Live Virtual Concert Message: Come and be part of a virtual concert, like never before! Program: Musical Performances, Live Q&A/Meet & Greet Creatives: Social Posts, Live Concert Execution Channels Social, Website, App, Influencers, Direct Marketing/CRM, PR/Media, Digital OOH, Event, Bbangya (Streaming)

Describe the outcome

Everyone involved in the campaign benefited, proving that co-wellness leads to shared success. Millennials came together to have fun moving to the music and learning about the importance of taking care of their total wellbeing. SuperM landed a new global hit single to add to their list. And Prudential demonstrated it could be relevant helping a new generation of customers on their terms in an unexpected and innovative way. - 10 Markets ran the campaign across Asia over 9 months - 6,900 UGC submissions - 60 hours of dancing shared - 46 million views of UGC content - 302 million campaign views on TikTok, Facebook and Instagram - 12 million ‘Likes’ on TikTok, Facebook and Instagram

Links

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