Prudential Social Campaign (pitch)
Prudential wanted to launch a social-led campaign that would position them as a company that champions holistic wellbeing for a younger audience.
Agency: Ogilvy Singapore | Concept: Winona Wee/Satyen Rao/Dee Reyes | Art Direction: Tan Zi Qian | Design and Animation: Melissa Ho/Sharmain Lim
Who Are We Talking To?
The young ones. The ones who takes care of their body, and tweets about it. The ones who eat and breathe the hashtags. The insta-generation.
What Makes Up Holistic Wellbeing?
Our Approach
We wanted to deconstruct and redefine what it means to be holistically well in context of the insurance industry, and the world these young adults live in. Simply put: How do we speak to them in a way that's relevant and relatable?
Our Vision
#LetMeFirst should look vibrant and feel dynamic. This was very much inspired by the world in which our audience live in – the speed in the age of social media.
The Stunt (pre-launch)
Prudential collaborates with local artists and influencers to lead this movement, by ending their work abruptly, be it a concert, a Youtube video, or simply getting off Instagram for a week. This is later revealed to be a part of the #LetMeFirst movement.
The Manifesto video (launch)
We put together a manifesto video that would establish the #LetMeFirst platform for Prudential.
(*video was put together as a animated storyboard for presentation. Not the actual video.)
The Microsite
A place for people to share their take on #LetMeFirst directly from various social media platforms
Platform Disruption
Content that hacks into relevant platform behaviours
Trending Formats
The Instagram Stories template was trending, and it was a good chance to leverage on its popularity amongst our target audience. We had relevant and meaningful content for them – we just needed to know where to find them.
#LetMeFirst Thursdays
We fuel the movement through a weekly giveaway called #LetMeFirst Thursdays, in which fans can stand a chance to win a surprise gift or experience. The catch? In true spirit of the movement, they are meant to give them a chance to enjoy some time to themselves.
The Ones Who Can't Forgive themselves
We could see how this movement could translate into one that benefits not just Prudential's customers, but the community at large. For the ex-convicts, it is often difficult to forgive oneself. #LetMeFirst Confess provides a platform for normal people to pledge their support for ex-convicts by first confessing to their own mistakes – no matter how small.
The Ones Who Feel Imperfect
A collaboration with Singapore Ink Show, this presented a perfect opportunity to reach out to the community in a meaningful way. Prudential will offer a free inking services at this show for people with scars.
