Prudential MY turns boring QR codes into gorgeous pieces of art

Insurer Prudential has partnered with ad agency, Naga DDB Tribal to release its annual brand collateral collection. According to the insurer, the highlight of the collection were table-top calendars which took inspiration from a new norm that Malaysians were familiar with - the QR code.

Users are able to scan the QR code on different months and get access to wellness advice, activities and rewards. This move was part of the insurer's Code to Wellness campaign, which aims to turn everyday pandemic obstacles into wellness opportunities that refresh and rejuvenate. 

A+M has reached out to Prudential and Naga DDB Tribal for additional information behind the campaign. 

“As a brand, we’re all about giving our customers the opportunity to live with confidence. This calendar gives us just that with a year’s worth of health and wellness activities to help transform our lives for the better,” said Prudential Assurance Malaysia's head of brand and communications, Angeline Tung.

Earlier this year, Tung was promoted to head of brand and communications, reporting to chief marketing and partnerships distribution officer, Eric Wong. Tung also takes the lead for go-to-market strategy and plans for all consumer campaigns at the insurer, including its health and wealth AI-powered app, Pulse by Prudential. Her promotion comes as Fiona Liao, former head of brand, left to join Pos Malaysia as group chief marketing and communications officer recently.

Meanwhile, Naga DDB Tribal's associate creative director, Naqib Shamsuri saw merits with the QR code trend. According to Naqib, the QR code has become part and parcel of most Malaysians' daily lives. While it serves as a constant reminder of the pandemic, it can also be an opportunity for Malaysians to do something positive with it, Naqib added. 

Meanwhile, in Singapore, the insurer also introduced a creative flair in its marketing strategy by unveiling an AR filter that brings Singapore dollar notes to life, as part of its #PRUMoneyTalks campaign. Users were able to open the filter on Instagram or Facebook stories and scan an SG$2, SG$5, SG$10, or SG$50 note to see an animated story for each individual note. Conceptualised by VaynerMedia, the campaign aimed to create a unique experience that prompted users to be more aware of how their money is being used. 

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