Prudential SG looks to change perceptions around financial planning with new exhibition

Insurance corporation Prudential Singapore has unveiled its latest partnership with Singapore-based independent agency ALT Worldwide (“ALT”) in its newest campaign, 'Life in a Flash', as it looks to change perceptions around financial planning. 

The campaign begins with a unique pop-up exhibition, featuring artwork that’s been printed using a never-before-seen technique produced by Japanese print production company. By simply taking a photo using flash, the pictures magically change to reveal how life could change if people changed their financial behaviours.

Each artwork has also been produced in collaboration with local artists Mindflyer, Ben Qwek, and Puffing Muffin to speak about finances in an unconventional way.

Through the campaign, Prudential aims to assure its visitors that regardless of the financial goals that people have in mind, it is ever ready to provide financial support to them for to be better equipped for the future.

“We recognised that every generation is different, we cannot adopt a rinse and repeat mentality if we want to truly connect with this new generation. They grew up in an information-overloaded world, and in order for us to exist in their space we have to be contextually relevant and unconventional,” said Belinda Tan, head of marketing events at Prudential Singapore.

“So, we leveraged passion points and went beyond a typical ad campaign to jolt them into reconsidering their choices,” Tan added.

Don't miss: Prudential Assurance Malaysia launches protection solution for unborn babies

“This was an exciting project to work on, and we’re fortunate to work with a brand that wanted to do something that’s different and fun. We’re looking forward to developing this entire campaign further in partnership with Prudential,” said Theophilues Tan, executive creative director of ALT when asked about the collaboration.

MARKETING-INTERACTIVE has reached out for more information.

The news comes just as Prudential Assurance Malaysia launched an enhanced protection solution for pregnancy insurance, titled PRUMy Child Plus. The new 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.

PRUMy Child Plus also covers yearly treatments for developmental disorders up to age seven and is not a once-off support paid upon diagnosis, according to Eric Wong, chief marketing and partnerships distribution officer of PAMB. With the plan, children can receive continuous support and therapy during their early childhood to ensure their wellbeing and quality of life.

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