Social and Influencer > Social
FCB HONG KONG / PRUDENTIAL / 2016
Overview
Credits
CampaignDescription
We went back the brand’s foundation, to the deep sense of empathy that had inspired the brand’s long standing promise of ‘always listening, always understanding’. With this lens, we could see that Prudential was operating in a society that was facing new kinds of pressures. Pervasive personal technologies, long working hours combined with anxiety for the future placed a new level of stress on personal relationships. Even the Prudential CEO felt that workplace relationships were suffering.
Inspired by American research psychologist Arthur Aron’s ground breaking experiment on developing intimacy between strangers; we developed the ‘Relationship Reconnect’ platform. We used this experiment to bring Singaporeans together and the resulting films provoke people of Singapore to reassess their relationship and strengthen their emotional bonds with people that matter most.
Execution
The hero film was uploaded on the brand’s Youtube and Facebook pages and hosted on a campaign microsite - PrudentialReconnect.com.sg. A series of buses, OOH media placements and targeted digital advertising directed people to the campaign microsite where they could watch the films and explore additional video and written content regarding relationships including an interview with the consulting psychologist, and Prudential’s own CEO explaining why we are conducting the ‘relationship reconnect’ experiments.
Concentrated effort was made on PR to generate awareness of the initiative. Video ad networks and programmatic placements on top sites ensured everybody in Singapore saw the videos. To keep the campaign fresh, different thumbnail images were used to appeal to specific set of target audience. Local celebrities and influencers organically picked up the video and shared it on their pages.
The 7 weeks campaign was produced with less than USD 1 million media budget.
Outcome
The films evoked a response far beyond our imagination. Singaporeans recognized the need to reconnect. Thousands left comments on the videos tagging their friends and families to spend more time with each other. Our Financial consultants saw a different behavioural change when meeting clients – their perception towards their family members had changed and their willingness to talk to our financial consultants had gone up.
Employees felt a sense of pride in the organization and the film was shared all across the world with people wanting to connect better with their friends and families.
With an addressable audience of 3.3 million the campaign results were overwhelming:
15 million+ views
20,000 shares
120,000 likes
25,000 positive comments
26% expressed an intention to try it for themselves
Top-of-mind awareness +28%
Unaided awareness +13%
Brand communication awareness +41%
'Willing to talk to a Prudential agents' +51%
Strategy
Building the brand - ‘inside out’
We decided to reject the industry practice of prioritizing the consumer and instead, build the brand ‘inside out’ by starting with our agents. All 5000 of them. We reasoned that with such a body of agents, any success in helping them to reconnect internally, may create an army of ‘reconnectors’ more finely attuned than competitors. We also believed in order to influence others, we need to influence ourselves first. So we first deployed our experiment with staff and launched this platform a town hall event, helping everyone to personally feel the Prudential difference. Next, we recruited ‘ordinary’ couples in Singapore. With each couple, as with Prudential’s staff, we asked them to stare into each others eyes for four minutes and record their feelings afterward. Each of these experiments were documented as films with a thought provoking conclusion “Your relationships are important, protect them.”
Synopsis
In Singapore, Prudential, a global life insurance company was facing a tough situation. Despite its market leading status, top-of-mind awareness of the brand had slipped 50% over the past 3 years. Over the same period, advertising awareness had also dropped by half. And there were more competitors entering the market, including aggressive industry disrupters aiming to upset the leaders. Singapore, once the happiest country on earth is now torn by pervasive personal technology and long working hours. This, combined with anxiety for the future place a new level of stress on personal relationships. 74% Singaporeans are unhappy about closeness with their family. With people's wellbeing at the core of its business, Prudential hoped their campaign would not only reverse the situation for the brand but help contribute to the broader society of Singapore.
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