“Many people save blindly, hoping they will have enough money when they retire,” said Thomas Wong, Prudential Assurance Malaysia chief officer of brand, communications and partnerships distribution.
Thus, Prudential launched a RM5.5 million (US$1.6 million), 10-week integrated campaign called ‘What’s your number?’ The ‘number’ in question refers to the amount of money an individual should have at retirement, to sustain lifestyles in later life.
Thus, Prudential launched a RM5.5 million (US$1.6 million), 10-week integrated campaign called ‘What’s your number?’ The ‘number’ in question refers to the amount of money an individual should have at retirement, to sustain lifestyles in later life.
Ogilvy & Mather created a TV, radio, ambient, print and online ad campaign, along with a microsite (www.whatsyournumber.com.my).
In the TV spot, which can be viewed at the website, a young couple dreams about their post-retirement lives. A ticker, indicating their ‘retirement number’, changes according to their stated desires. The website features a retirement game and calculator.
Prudential will also host on-ground events to engage with consumers and help them determine their magic retirement number.
Another a key objective is to establish Prudential as a retirement expert, said Wong. “We have the ability to help consumers calculate the cost of their desired retirement lifestyles and offer them a comprehensive range of financial solutions.”
In August, Prudential’s Retire-Meter 2007 study discovered that just 34 per cent of those surveyed consciously set aside money for retirement. Meanwhile, 60 per cent are unaware of how much is needed to sustain their lifestyles post-retirement.
