Prudential MY dances towards better health in new campaign

Prudential Malaysia is empowering Malaysians to take control of their healthcare in its new "Be in control" campaign.

The campaign, created in partnership with Naga DDB Tribal, introduces the insurance company's PRUMillion Med Active medical plan which is designed to give Malaysians greater control over their medical insurance by encouraging better care for their health. 

"Be in control" aims to demonstrate the benefits of the new medical plan as well as to inspire and encourage Malaysians to proactively manage their health. 

The campaign uses dance as a form of ‘self-control’ expression to highlight the active-pricing element of the medical plan. It also includes multiple assets tailored to resonate with various mindsets among Malaysians.

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“We wanted to create a visually stunning campaign that truly captures the innovation of the medical plan. After exploring various ways to convey the concept of ‘control,’ we found that ballet and breakdancing perfectly embodied the essence of ultimate control in movement,” said Alicia Hew, creative director, Naga DDB Tribal. 

“Our focus group uncovered that people have very little knowledge, which hinders their ability to make better healthcare, insurance, and medical claims decisions. But what remained true across all respondents was that they wanted to become more discerning and well-informed consumers to offset the rising cost of living,” said Mark Siew, associate director of strategic planning, Naga DDB Tribal. 

So our strategy was clear: to empower them with the confidence to make equally informed decisions when it came to insurance - which we knew would position
PRUMillion Med Active in the best possible light,” Siew added.

In addition, "Be in control" features a series of content that educates Malaysians on claim-based pricing plans. The content series includes "PRUHotSeat" where invited guests are asked questions about insurance in rapid-fire style and "PRUExplains' where myths about insurance are being quelled.

At the same time, "PRUShorts" features a short skit that promotes the brand's PRUMillion Med Active medical plan. 

The video series are available on Prudential Malaysia's Instagram and Facebook. 

Last year, Prudential Assurance Malaysia launched a protection solution for pregnancy insurance titled PRUMy Child Plus. The scheme provides coverage for both mother and baby starting from as early as 13 weeks of pregnancy and grows with the child until 100 years of age. 

To introduce PRUMy Child Plus, Prudential launched a campaign titled "This is what love looks like" in an attempt to achieve synonymity where "pregnancy" equates to "PRUMy Child Plus".

The campaign aimed at describing what is beyond words - a mother’s love for a child in the womb. The insurance company talked to mothers and mothers-to-be and executed the campaign on several platforms including TV, digital social banners, OOH and DOOH ads. 

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