Prudential kicks off $2m unit trust build-up

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