The 'PruSingle' insurance product is accompanied by a Leo Burnett M&T Vietnam TV and print campaign. A 30-second spot showcases the lives of three young singles, with a surprising twist on what the future might hold for them. "With Vietnam's burgeoning economy and a younger generation becoming more aspirational, we're seeing this group marry much later, resulting in a different set of needs and responsibilities," said Burnett MD Kurt Vietriel. "What is important to recognise is this group still remains filial. Reflecting different needs and stages in one's life, it was critical the core message connected with the audience."
Prudential targets Vietnam's well-to- do young singles
Prudential is making a play for the country's young, affluent singles, launching a new product that aims to capitalise on the growing predisposition among young people to marry later.
