Prudential MY gets playful with 3D avatars to target Gen Z

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Prudential Assurance Malaysia (PAMB) is using computer-generated avatars to front its first PRUFirst campaign created in collaboration with Naga DDB Tribal. The 3D characters reflect the different interests of the Gen Z, who form Prudential's target audience for this campaign, and the visuals showcased the kinds of lifestyles Gen Z could continue living when they are safely protected by PRUFirst. The avatars are also in line with the trending aesthetics of the digital world.

According to Prudential, inflation has been breathing down the necks of Malaysians in the wake of the pandemic. Everyone is working harder and stretching their ringgit further just to enjoy the same lifestyle as before. This reality is no different for Gen Z, making them defer getting insured, choosing instead to put their stretched ringgit towards protecting their current way of life. Hence, the insurer saw this as an opportunity to shift the way Gen Z look at insurance from protecting their life to protecting their lifestyle.

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Through this campaign, Prudential wants to assure Gen Z that they can continue living their desired lifestyle while still gaining uncompromised protection with PRUFirst. “We know that at their age, Gen Zs prioritise their personal interests over anything else. So it was important for us to tap into this insight and create an experience that they could resonate with. That’s why we communicated the simple fact that life protection is equivalent to lifestyle protection,” Naqib Shamsuri, associate creative director at Naga DDB Tribal explained.

Meanwhile, CMO and partnerships distribution officer, Eric Wong added that whether they are a content creator, an entrepreneur or a gig worker, Prudential is here to give Gen Zs the freedom and confidence to chase their dream.

With a plan as essential as their life’s essentials, PRUFirst will carry them through any health emergencies without compromising their way of life. “PRUFirst is unique as it allows Gen Zs the flexibility to upgrade and customise their coverage to suit their need and budget," Wong added.