Staff Reporters
Dec 8, 2011

Case Study: How Prudential got young adults thinking about life insurance

Prudential recently launched PRUlife, a life insurance policy created for young adults. Rather than push insurance directly at Malaysian youth, Prudential and its agency, NagaDDB, opted to engage them in conversation and build a relationship with them.

Background
Life insurance doesn't tend to be high on the priority list for young adults. Rather than push it at them with a hard sell, Prudential chose to build relationships, getting them to talk about their lives and making them wonder if they were truly ready for anything life had waiting for them.

Aim
To get Malaysia's young adults thinking and talking about life insurance.

Execution
Prudential and NagaDDB created an ‘R U Ready’ Facebook page for young adults to share their concerns about life. Topics included career choices, relationships, health and finance issues. The site aimed to serve as a reference source for young adults to advice with each other. Digital, mobile and onground were key engagement platform used to attract them to the Facebook page.

Music was the driving currency. The campaign tied up with young adult music band Busco to write a song "R U Ready?" in which Busco shared their personal experiences and uncertainties in navigating adulthood.

The online campaign was integrated with broadcast and cinema. QR stickers leading to Busco's promotional video on Facebook were placed strategically. Prudential also invited the target group to contribute to the making of the music video by sending images or videos of their own life-defining moments. If their images or videos were selected, they'd win US$319 (RM1000) each in cash, and a few seconds of fame.

Results
The Facebook page attracted over 23,000 fans within a month of going live, with active conversations between Prudential and Malaysian youth. As a comparison, Prudential's closest competitor, Great Eastern Assurance, has had an FB page up for about a year and gained less than 4,000 fans.

The song was shared by over 10,000 youth and Busco's own Facbeook fan page saw an increase of 80 per cent in new followers. The music video engagement campaign generated over 2,000 entries.        

Even without heavy ATL support, Prudential achieved its six-month new premium sales target for PRUlife within the first three months.

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