Prudential Singapore is aiming to attract the attention of PMEBs (professionals, managers, executives and businessmen) between the ages of 25 to 45. These target groups tend to be in the prime of their personal and career lives and ensuring personal health and caring for their dependents including young children and ageing parents are of vital importance.
The campaign is paired with TV commercials, print and online ads. Each advertisement proposes a fun fact on issues like osteoporosis, nose cancer and traditional Chinese medicine. All designs are marked with vivid colors and energetic voice-overs.
Creative director Troy Lim at Ogilvy & Mather Singapore points out: “Insurance is often perceived by consumers as being serious and boring, and we wanted to cut through that perception and serve insurance up as a palatable subject.”
Acupuncture:
Salted Fish:
Osteoporosis:
Credits:
Project Health Facts by Prudential
Creative agency Ogilvy & Mather, Singapore
Client Prudential Assurance Company, Singapore
Executive creative director Robert Gaxiola
Creative directors Troy Lim, Jon Loke
Copywriter Jeremy Chia
Art director Deng Yingzhi
Planners Huiwen Tow
Production company VHQ
Producer Wan Shafie
Audio Gunnery
Account servicing Shu-Min Liang
Exposure Television, print, online, direct marketing
