Prudential Corporation Asia - Relationship Reconnect

In Singapore, leading life insurance company Prudential (UK) wanted to reinforce its commitment to empathy – both internally, with staff, and externally, with consumers – but wanted to move away from its regular TV-led model to a digitally focused approach. FCB Hong Kong tapped into a social tension where omnipresent personal tech devices and increasing work pressures were putting relationships in Singapore under increased strain. Under the theme "Relationship Reconnect," FCB leveraged breakthrough psychological research to create a series of interpersonal experiments that helped Singaporeans reassess and refocus on the importance of their relationships and the need to protect them. The campaign resulted in a 28% increment in top-of-mind recall for the brand and a 51% increase in the willingness to talk to a Prudential consultant

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