TO strengthen its brand to the next level, Prudential Assurance Malaysia Bhd (PAMB) has embarked on an ad campaign as part of its brand credo of Always Listening. Always Understanding that depicts the real lives and experiences of insurance agents.
Entitled I’m with Prudential, the campaign is the second stage of the company’s brand strategy. The first was Project Listen launched last year. Chief marketing officer Fiona Liao says the videos of the campaign, which features Tan and Nurul, received positive response from the agents as well customers. The roles of Tan and Nurul are played by actors and the duo appears across all mediums of communication like TV, print, digital and billboards.
From the agents’ perspective, she adds, they found the campaign to be good, motivational and reflective of their lives. Customers, on the other hand, want agents to be like Nurul and Tan who are hard working and always being there for them during good and bad times.
She tells StarBizWeek in an interview that the campaign also benefits agents as it boosts their image and positions them as caring and empathetic individuals who strive to listen to and understand their customers’ needs.
Apart from this, she says, the company intends to build brand affinity with its customers in the long run and, in turn, be seen as the thought leader in the area of financial planning to achieve a financially secure future for them and their family.
Elaborating on the latest campaign, PAMB’s assistant director for brand and communications Chen Mei Ling says the campaign took about four months to complete and was launched on May 17.
“The campaign will go on till November this year before we embark on the third stage of the company’s brand strategy. I’m with Prudential is based on the real lives of insurance agents. Tan and Nurul are the representation of what are our agents like and puts the brand credo of Always Listening. Always Understanding into practice. Despite some setbacks in their lives, they continue to help people plan their financial journey and meet their goals,” she explains.
According to Chen, the company had personal sessions with agents on their experiences and what motivates them as well as the reasons they join the profession.
Liao says the ad campaign portrays PAMB as an empathetic and caring brand which is tied to its overall brand credo.
As to what differentiates PAMB from its competitors in terms of brand, she says the main differentiating factor is its brand credo of Always Listening. Always Understanding which is core to the company’s brand strategy.
Project Listen ad campaign was launched last year in conjunction with Prudential’s 88th anniversary in Malaysia. Project Listen was a tribute to Malaysians for their support and inspiring the company’s innovations. The project is a collection of true and inspiring stories of ordinary Malaysians and an extension of PAMB’s commitment to its brand promise and relates to all walks of life.
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