Rahul Sachitanand
Jan 4, 2021

Prudential jumps on K-pop bandwagon with SuperM pact

Life insurer and music supergroup have launched a joint campaign and will hold events to motivate people to lead healthier lives.

Formed in 2019 by SM Entertainment and Capitol Music Group, SuperM brings together seven members from top K-pop groups.
Formed in 2019 by SM Entertainment and Capitol Music Group, SuperM brings together seven members from top K-pop groups.

Here's more evidence that old-world brands are finding new ways to communicate with their consumers. In this case, it is Prudential Corporation Asia (Prudential), with a 145-year old heritage, that has become the first regional life insurer in Asia Pacific to partner to ride the Korean pop (K-pop) supergroup SuperM. 

As part of their contract, the two entities launched a new campaign, 'We do well together', to encourage people across Asia to stay well and healthy, and have fun doing it. Throughout 2021, Prudential and SuperM will hold a series of events to motivate people to lead healthier lives and achieve better wellness. Prudential will announce more details of the activities in the next few months.

Formed in 2019 by SM Entertainment and Capitol Music Group, SuperM brings together seven members from top K-pop groups. 

“Prudential and SuperM share a common goal. We want to promote the importance of staying fit and healthy, especially during these times," said Prudential Corporation Asia chief executive Nic Nicandrou. “This campaign focused on health and wellness reflects our continued commitment to putting our customers at the heart of our business.” 

The members of SuperM stated that they share a common mission with Prudential to help improve people’s wellness and drive optimism in good and bad times. "Through [the campaign], we call on everybody to put in the same energy and spirit as ‘We do’ to achieve our life goals together,” the group said.

Prudential is a life insurer with operations spanning 13 markets in Asia, covering Cambodia, China, Hong Kong, India, Indonesia, Laos, Malaysia, Myanmar, the Philippines, Singapore, Taiwan, Thailand and Vietnam. 

Related Articles

Just Published

4 hours ago

Dentsu organic revenue declines 2.4% in 'encouraging...

Organic revenue fell 0.9% in Japan and 3.5% internationally in the first quarter, but overall underlying profit grew 20.8% as margins improved.

9 hours ago

Singed by antitrust fine, Alibaba posts first ...

The tech giant posted an operating loss of RMB 7.6 billion ($1.1 billion) due to a RMB 18.2 billion ($2.78 billion) fine levied by China’s market regulator.

9 hours ago

Thai mom-and-pop shops get a free geo-targeted boost

With help from Dutchmill Group and Wunderman Thompson, more than 200 micro retailers are starring in their very own ads and enjoying higher revenue. This delightful initiative has made Ad Nut's week.

9 hours ago

Campaign Crash Course: Tips for marketers to tap ...

As marketers look for more effective ways to target consumers, gaming is rapidly emerging as a great way to catch their attention. Here's how marketers can tap this opportunity.