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.
