Seeding the digital agenda for longevity, Prudential Singapore shares

This post is sponsored by Prudential Singapore.

Imagine how digital technology can revolutionise people’s health and wealth, the future of work, and help people get the most out of life. Through the use of tech, Prudential Singapore wants to empower Singapore residents, as well as employees and employers, to better manage their health and wealth.

Since 2018, Prudential Singapore has been creating conversations on the longevity agenda through the thought leadership programme, Ready for 100. To help Singaporeans – who enjoy one of the longest lifespans in the world – prepare for a positive longevity experience, the Ready for 100 research provided insights into a range of topics on health, wealth, work and relationships that could impact how people can age well.

Activating the insights also allowed Prudential Singapore to launch impactful programmes and campaigns that support longevity. In 2020, Prudential Singapore placed tech in people’s hands by launching an AI-powered digital health and wellness mobile app, Pulse by Prudential, to provide Singapore residents with access to personalised and data-driven insights in their journey to a healthier and wealthier life.

With digitalisation playing an important role in our world, the fifth edition of the research series was launched in 2022 – Digital for 100 – to explore how people and businesses can use digital tools to better prepare for the future. Conducted between June and July 2022, the research examined the impact of digital technology on Singapore residents and business executives. 

The commissioned study conducted by Economist Impact found that Singapore residents are confident to live to 100, and one in two say that mobile devices and apps are the most important tools to meet that goal.

While digital technology is important for employee engagement, the power of digital technology is not fully utilised, with only 30% of small and medium-sized enterprises (SMEs) describing their organisations as digitised. 

Capitalising on the insights, Prudential Singapore launched an integrated communications campaign centred on the theme of “Get Digitally Powered for 100” with insights-driven content tailored for the B2C and B2B audiences.

The campaign aimed to encourage people to use technology such as Pulse by Prudential, and workplaces to explore digital solutions from Prudential’s enterprise solutions for employee engagement and productivity.

One of the key features of the campaign was a Digital for 100 microsite that offered a wealth of information on how people could harness the power of digital technology. In addition to the website, the campaign also included a series of social media posts on its owned channels, and TikTok influencer videos.

These posts and videos featured tips and advice targeted to various audiences, on how they can use digital tools to live a better life. During the campaign period, Prudential Singapore’s social channels saw a significant increase in visitors while the website received a surge in traffic, garnering more than 8.1 million impressions in total.

Prudential Singapore also continued to support SMEs in their digital transformation journey, and launched the Business@Pulse mobile app feature in 2022 to provide employees with easy access to medical and company benefits, allowing claims to be made and processed conveniently and seamlessly.

As Singapore progresses digitally as a nation, there is also a need to ensure senior citizens are engaged even as they ready for retirement.

Prudential Singapore has also been actively organising programmes that empower senior citizens to take charge of their own wellbeing through learning new skills. Volunteers from Prudential take senior beneficiaries on a learning journey, teaching them how to eat healthily, spend wisely and navigate the digital world safely to help them stay connected and powered for their old age.

“Data and insights enabled us to communicate more effectively and identify key opportunities for us to seed the digital agenda for longevity,” said Tan Ping Ping, head of corporate affairs, Prudential Singapore.

“By understanding the needs and interests of Singapore residents and executives, and providing the tools and resources they need to achieve their goals, we can help more people get the most out of their life.”