Prudential kicks off $2m unit trust build-up

SINGAPORE: A campaign to launch Prudential Unit Trusts in Singapore emphasises the company's ability to spot future opportunities and, therefore, make good investment choices. The campaign, worth between S$2 million and $3 million (US$1.1 million and $1.7 million), was created by Leo Burnett, which won the business in a pitch against J. Walter Thompson in March. Using the line "We see opportunity", it highlights the opportunities in everyday situations, to show the company's investment skills. It appears on TV and in print, with planning advice and tools on the internet. Leo Burnett Singapore managing director John Borzi said the idea was to give the unit trust side of Prudential's business a different positioning from its life insurance products by emphasising the investment abilities of the company: "This is launching a whole new business category, so we're trying to establish a different face from the life insurance business," he said. The ads are also an attempt to rise above the weak state of the economy, he added: "When you're planning something as significant as a new unit, you need to divorce yourself from the current market conditions." After the initial burst, a follow-up campaign will address product specifics.

Sign In

Trouble signing in?

Reset Password: Click here

Contact Customer Support at

Customerservice@campaignasia.com