Prudential has rolled out “Promises, made real.”, a regional marketing campaign across eight markets in Asia. Developed with Dentsu Creative Singapore, the campaign focuses on the everyday promises people make to themselves and their loved ones.
The campaign is running across Prudential’s markets in Southeast Asia, Hong Kong and Taiwan, with market-specific executions appearing across digital, film, social and out-of-home channels.
According to the release, the campaign was developed in response to longer life expectancy, rising healthcare costs, economic uncertainty and rapid technological change. It centers on stories including parents planning for their children’s future, families caring for loved ones, and individuals taking charge of their health and financial wellbeing.
“At the heart of the campaign is a simple idea: every policy represents a promise,” said Priscilla Ng, Group Chief Customer & Marketing Officer, Prudential plc.
“It is a promise to protect a family, provide for a child’s future or support loved ones when they need it most. Prudential’s role is to help customers keep those promises by giving them greater financial confidence and helping them protect what matters most.”
“With ‘Promises, made real’, Prudential is choosing to tell its story at scale, and it is a privilege for dentsu to help shape a defining chapter in this story that puts people at the heart of the brand,” said Clay Schouest, Chief Strategy Officer, APAC, dentsu.
“Bringing this to life meant that we had to build for complexity because that is the reality of Asia. Our team created a living creative system capable of expressing one idea that is strong enough to hold together, yet flexible enough to breathe. This allowed the campaign to move naturally across markets while always feeling like one unmistakable brand. We are incredibly proud to partner with Prudential on a milestone piece of work that so authentically reflects the brand.”
