Prudential invites children across Asia to sing in a virtual choir

From now until 29 September, children from Hong Kong, Indonesia, Malaysia, Singapore, Thailand, Vietnam and the Philippines are invited to join Cha-Ching as backup singers in a virtually assembled Cha-Ching Choir.

They can visit the Cha-Ching website, record and submit their sing-along to the band’s classic debut single, “Earn, Save, Spend, Donate”, for a chance to be featured in a music video alongside the Cha-Ching characters on Cartoon Network Asia and Cha-Ching’s digital platforms in October this year.

There are also prizes for weekly winners and overall best performances.

The new initiative is supported by TV, online and Facebook.

“The programme has already been running for two years, and the third season of the TV show is currently in production, so we would like to invite children to participate by singing along with Cha-Ching,” Sean Rach, regional director of brand & corporate affairs at Prudential Corporation Asia, told Campaign Asia-Pacific.

“To better develop our initiatives, we use Facebook not only for contests, but also for research,” Rach said. “We are looking at trends of money management, and how children respond to these trends.”

The programme’s Facebook page is localised with local languages and activations, he said. The roll-out is also different depending on the markets. Fro example, in the Philippines, it’s endorsed in public school as part of primary education, in addition to working with private schools.

Cha-Ching, part of the Prudential Foundation’s financial literacy programme, was first launched in September 2011, and aimed to teach children aged seven to 12 money-management skills, using a unique edutainment approach, including animated musical episodes, home and school activities, interactive websites, games and mobile applications.