Prudential Takes on Insurance with Refreshing Health Fact Campaign

SINGAPORE, April 27, 2010 – To promote its Accident & Health category of products, Prudential Assurance Company Singapore (Pte) Limited ("Prudential Singapore") has opted to go for the lighthearted touch with a campaign created by Ogilvy & Mather Advertising Singapore.

The target audience for the latest communication drive is PMEBs between 25 to 45 years old. These young working adults understand the importance of protection and coverage but may not have purchased any insurance policies on their own. They may have dependents such as young children and/or aging parents, and are acutely aware of the importance of insurance.

Explained Troy Lim, Creative Director, Ogilvy & Mather Advertising Singapore: "Insurance is often perceived by consumers as being serious and boring, and we wanted to cut through that perception and serve insurance up as a palatable subject. Since the target audience is young and at the peak of their lives, we needed to talk about health insurance in a personal and lighthearted manner."

Leading the communication drive is a trio of TVCs, each presenting an interesting fact about osteoporosis, nose cancer and Traditional Chinese Medicine respectively. Through the use of a quirky and tongue-in-cheek creative approach, Prudential hopes to engage and educate Singaporeans on the fundamental subject of having adequate insurance coverage, particularly in the health and protection area. The TVCs are currently running on terrestrial channels like Channel NewsAsia, Channels 5 and 8, and selected cable channels.

The campaign also features print, online and direct mail executions.

Click the links to watch the spots on YouTube: Osteoporosis | Salted Fish | Acupuncture

Credits
Creative Agency : Ogilvy & Mather Advertising, Singapore
Brand / Client : Prudential Assurance, Singapore
Campaign Title : Health Facts by Prudential
Executive CD : Robert Gaxiola
CD : Troy Lim, Jon Loke
Copywriter : Jeremy Chia 
Art Director : Deng Yingzhi
Planners : Huiwen Tow
Production House : VHQ
Producer : Wan Shafie
Audio : Gunnery
Account servicing : Shu-Min Liang

For further information, please contact: 
Long Li Yann, +65 9856 5405
Liyann.long@ogilvy.com

Jane Fraser, +65 9821 2914
Jane.fraser@ogilvy.com

About Ogilvy & Mather
Ogilvy & Mather (ogilvy.com) is one of the largest marketing communications companies in the world. Through its specialty units, the company provides a comprehensive range of marketing services including: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion, relationship marketing. Ogilvy & Mather services Fortune Global 500 companies as well as local businesses through its network of more than 450 offices in 120 countries. It is a WPP company (NASDAQ: WPPGY, www.wpp.com.)  For more information, visit www.ogilvy.com.

Contact: Long Li Yann
Date: April 27, 2010
Office: Singapore