Prudential HK encourages future generations to pursue dreams with new campaign

Prudential Hong Kong has unveiled a brand campaign “We DO Family”, conveying the idea of building a safety net for one’s future generations to let them pursue dreams without worries. 

The campaign ad features local artists Jeffrey Ngai and Kenny Wong Tak Bun, of which Ngai acts as a enthusiastic singer-songwriter wishing to release his new single, while Wong, his future grandson, transcends time from the future and helps him pursue his goals. The whole ad aims to demonstrate intergenerational family love.

Officially debuting on 3 October, the intricate timeline within the campaign ad ties into a heartwarming ending accentuating Prudential’s commitment to protecting the families of its customers by empowering love transcending through time. The promo video is the first time Jeffrey and Kenny have collaborated to promote an insurance product yet the two bonded quickly through their shared passion for music.

In terms of marketing strategies, the campaign has adopted a multi-pronged approach including communication strategies such as media and other forms of outreach to capture the attention of its target audiences and prompt them to take the action the campaign calls for.

By leveraging its results-oriented and customer-centred approach,  the brand has successfully generated awareness among different audience segments through various mediums and advertising channels. An overwhelming market response was seen and it has tracked over 1M of viewership within three days since the video launch.

The campaign was first launched via social media channels such as Facebook, Instagram, YouTube, followed by out-of-home advertising including billboards & digital LED TV in Tsim Sha Tsui, Causeway Bay and Mongkok as well as bus body running across the city, mobile digital & video ads, with social publishers’ pages and TV commercials upcoming.

Priscilla Ng, chief marketing and partnership distribution officer of Prudential Hong Kong, said: “With the longer average lifespan comes a greater desire to make flexible and independent decisions for our retirement life. While young people may seem to be more ready to face the risks of an unbalanced budget or less flexible cash flow in the short-term a retirement life without financial planning is akin to a ‘naked resignation’ from life itself – leaving little protection with no monthly income a lower quality of life and reduced capacity to provide protection for our loved ones.”

This comes as Prudential unveiled its Longevity Resilience Survey and Evergreen Growth Income Plan (EGI) earlier, of which the brand said it understands most people underestimate their life expectancy which makes longevity risk a major issue. To help people hedge precisely against such a risk, EGI provides a steady income and allows one’s loving legacy to extend over a century, helping to build a robust foundation for future generations.

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