Building upon the company’s 'Always listening, always understanding' credo, the new campaign, created by Ogilvy & Mather, focuses on the company's agents and financial consultants.
The integrated brand campaign, which will be progressively rolled out in 2013 and 2014, includes a 30-second TVC, plus print, digital and social-media elements. In addition, the campaign includes collaboration with international and regional media outlets such as CNN and Time magazine on a project called 'Above and beyond', as well as a sponsorship with BBC World News.
Sean Rach, regional director of brand and corporate affairs at Prudential Corporation Asia, said the new campaign leverages true stories and experiences to demonstrate the brand’s commitment to help individuals and their families protect their long-term well-being.
“The new campaign focussing on people at Prudential is in accordance with the core of our brand credo, which is part of our heritage from a campaign we have run in the UK for years,” he told Campaign Asia-Pacific. “We want to understand the needs of our people who help deliver Prudential’s belief of listening and understanding to our customers.”
To further build the brand, Prudential has also launched 'Life’s little secrets', a "flagship" social-media platform created by OgilvyOne for Prudential agents, customers and the general public to share life lessons and stories.
Through the platform, positive messages on a variety of topics from Prudential agents, including health, relationships, careers and children, can be shared through social-media networks such as Facebook, Twitter, Instagram and Weibo.
Rach said that in the next phase the public will be encouraged to post and share stories. “This is another way to listen to the public,” he said. “We hope to learn more stories and understand more about what our customers are going through in their lives. Hopefully, this will lead to new CSR projects or campaigns to help our customers.”
The English-language regional platform has already gone live, while a Philippine version will debut this week, followed by a Singapore version that will launch in mid-October, and other localised versions in Hong Kong, Vietnam, Thailand and Korea in the coming months.