Prudential launches new "Listening" branding campaign - largest campaign in its 85 years history in Asia

Asia - 20 November 2009

Prudential Corporation Asia today announced its largest branding campaign to reinforce its “Always Listening, Always Understanding” platform that has been featured in its operations since 1995. . The platform emphasizes Prudential’s commitment to providing products and services that meet customers’ individual financial needs.

The campaign, developed by Ogilvy & Mather Advertising Hong Kong, is Prudential’s largest in Asia both in terms of investment and geographic reach. Launched this week in Singapore, it will be progressively rolled-out across the region to include nine markets through 2010 and into 2011. The campaign features a television advertisement -- localized through language and culture for each market -- in 15- and 30-second spots, as well as complementary print, outdoor, digital and online advertisements.

Commenting on the launch, Julie Lyle, Chief Marketing Officer of Prudential Corporation Asia, said: “Today, financial services customers expect empathy as well as expertise. We have consistently differentiated ourselves as we have harnessed the power of listening to build our well-trusted team of financial consultants and agents in Asia. People’s financial plans are vitally important, and our role is to listen to them and understand their individual needs so that we can help them make good, informed decisions.

“In the current environment, listening to customers and understanding their needs is more important than ever. We went to the market and asked consumers how they felt before embarking on this campaign. We found that our listening platform continues to resonate strongly with people across Asia who want to play an active role in building and protecting their wealth,” said Ms Lyle.

Tomas Urbanec, Chief Marketing Officer of Prudential Assurance Company Singapore (Pte) Ltd, added: “We are excited to be the first to air this campaign and its powerful message reinforces our partnership with families here in Singapore. This is the Prudential difference. This campaign will also be welcomed by our 3,800 financial consultants who have supported the financial needs of generations of families in Singapore.”

The campaign screens this week in Singapore, on free to air channels as well as cable television. This initial broadcast burst will air over four weeks.

Production of the television advertisement involved 15 actors from eight countries and was directed by Justin Poon of Hong Kong. It will run in seven languages: English, Cantonese, Mandarin, Thai, Bahasa Indonesia, Vietnamese and Korean.