Prudential sees the funny side of retirement

Hong Kong - Prudential will launch the second round of its education campaign from March, with a major push to bolster its brand in the competitive retirement planning market.

The campaign, targeting consumers aged 20 to 50 years, is themed "Prudential advisors cure retirement number fear" highlights $5.2 million as the number required for an individual to retire comfortably.

The latest TV campaign follows from last year's marketing activity and will supported with print, MTR, bus shelter, outdoor, radio and online advertising.

Anthony Shaw, chief marketing officer for Prudential, said the campaign is based on consumer research, which indicated that the locals were unaware of their retirement numbers and were worried.

Ogilvy & Mather Hong Kong developed creatives and MindShare handled media buying and planning for this campaign that will launch in March this year.