PRUDENTIAL BRINGS ITS “LISTENING” BRAND TO LIFE WITH AGENTS’ INSPIRATIONAL STORIES IN LATEST REGIONAL BRAND CAMPAIGN

Promotes sharing of “life’s little secrets” through new social media platform, reinforcing ‘Always Listening Always Understanding’ brand credo

Hong Kong, 10 September 2013 – Prudential Corporation Asia (“Prudential”) today unveiled its newest regional brand campaign ‘I am Prudential’ and flagship social media platform ‘Life’s Little Secrets’, set to lift the spirit of its business philosophy of listening and understanding to the next level.

Building upon the company’s ‘Always Listening Always Understanding’ credo, established since 1995, the new campaign puts the spotlight on its well-trusted team of agents and financial consultants. It showcases their life stories of harnessing the power of thoughtful listening, understanding and empathy to help fulfil their customers’ needs and become part of their everyday lives.

“I’m not a therapist, but I’ll listen,” said Ms. Natasha Lim, a financial consultant of Prudential Singapore featured in the regional TVC as she reflects on some of the important moments she has had with her clients. “I’m not your brother but I can be part of the family,” echoes Mr. Henson Tan, her counterpart in the Philippines and who is also featured in the regional TVC.

The integrated brand campaign, which will be progressively rolled out across the region in 2013 and 2014, features TVCs in 30-second spots, print advertising, as well as digital and social media platforms. It also includes a unique collaboration with international/ regional media outlets CNN and TIME Magazine, and a sponsorship with BBC World News.

Commenting on the launch, Mr. Sean Rach, Regional Director, Brand & Corporate Affairs, at Prudential Corporation Asia, said, “At Prudential, we care for, understand and anticipate the needs of our customers. It is our firm belief that we as an organisation, whether through our agents, financial consultants or employees, can do extraordinary things to impact the communities in which we live. Our new campaign ‘I am Prudential’, which leverages true stories and experiences, demonstrates our commitment to helping individuals and their families protect their long-term well-being.”

Empowering others through ‘Life’s Little Secrets’

Reinforcing the company’s philosophy of listening and understanding, Prudential today also launches ‘Life’s Little Secrets’, its flagship social media platform for Prudential agents, customers and the general public to share lessons and “secrets” for a more fulfilled life. Nuggets such as “Life isn’t about waiting out the storm; it’s about learning to dance in the rain” and “Don't try to be everything to everyone, be everything to someone” seek to inspire and empower. These messages, on a variety of topics including health, relationships, career and children, can be shared through popular social media websites such as Facebook, Twitter, Instagram and Weibo.

The next phase will see the public post their own individual “little secrets” on the ‘Life’s Little Secrets’ website and share them across their personal social media pages. The Englishlanguage regional platform, www.lifeslittlesecrets.com, and Philippine version will debut first, followed closely by localised versions in Hong Kong, Vietnam, Thailand and Korea in the coming months.

Mr. Rach added, “Life’s Little Secrets is a unique platform to share “secrets of life” with people around us. By encouraging more people to share their thoughts and insights, we hope this platform will become a source of inspiration and conversation.”

Lifting core values to the next level

With inspiration and empowerment at its core, Prudential is partnering CNN and TIME Magazine on ‘Above and Beyond’, a unique editorial initiative which profiles ordinary people doing extraordinary things in Asia. Launched on 9 September, ‘Above and Beyond’ is a four-month project which sees people from all walks of life from Asia profiled in vignettes on CNN television, and across its digital platform. In addition, TIME will also run a series of ‘Above and Beyond’, in its magazine and on-line from 20 September.

Prudential will also be sponsoring BBC’s ‘Making Time’ segment, which will profile vivid accounts of ordinary people who devote their time to helping others. These inspirational stories will be captured in a series of videos to be aired on BBC World News over four weeks. Editorial versions of the stories will also be featured on their website BBC.com.

‘I am Prudential’ and ‘Life’s Little Secrets’ were created with Ogilvy & Mather and OgilvyOne respectively.

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