Prudential launches newest brand campaign with continued focus on Listening and Understanding

Regional - 5 January 2010

Prudential Corporation Asia today launched its newest brand campaign encompassing television, print, outdoor and online advertisements. Beginning in Hong Kong, the campaign will roll-out across Asia over the coming year.

Building upon the company's "Always Listening Always Understanding" credo, the campaign focuses on the importance of listening and all that can be learned and understood from doing so.

Commenting on the new campaign, Julie Lyle, Chief Marketing Officer of Prudential Corporation Asia, said: "At Prudential, we believe in the power of listening. We introduced the 'Always Listening, Always Understanding' platform in 1995, and these values have remained a foundation of our business ever since. Listening and understanding are core to helping individuals and families make informed decisions about their long-term financial plans."

She continued: "Consumers need to prepare and plan for their future, and it is through our listening to their goals and understanding their motivations, aspirations and dreams that we can help them to save, invest and protect for their future."

The campaign, developed by Ogilvy & Mather Advertising, debuts in Hong Kong on January 5 and will be progressively rolled-out across the region through 2011. It features television commercials in 30-second spots, as well as complementary print, outdoor, digital and online advertisements localized in six languages across Asia: English, Cantonese, Mandarin, Bahasa Indonesian, Vietnamese and Korean.

Paul Bedell, Chief Marketing Officer of Prudential Hong Kong, added: "We are very excited to be the first operation in Asia to launch the new regional brand campaign. Hong Kong people are familiar with Prudential's 'Always Listening, Always Understanding' credo, and this new campaign will further highlight our commitment to listening as we help Hong Kong people reach their financial goals and realise their dreams."

Simon Handford, Executive Creative Director of Ogilvy & Mather HK said, "Listening is part of our day-to-day life, but not an activity individuals think about often. We wanted to illustrate scenarios and stages where sincere, thoughtful listening is important, be it during conversations, spending quality time with family or working together with teammates. It's amazing what we can learn when we listen, and Ogilvy shares Prudential's passion for listening and understanding."

One of the industry's most sought after directors was chosen to bring the concept to life. Bangkok-based 'Tor' Sornsrivichai and his company Phenomena, identified by the Gunn report as the year's most awarded director and production house in the world respectively, were selected for their ability to convey emotion – as evidenced by many of the award-winning ads that they have shot in the past.

Julie Lyle added, "The creative team that worked on this campaign is world-class, and brought to life our messages in a compelling manner. We're very happy with the end product."

Back to Top