Prudential HK taps Terence Lam to provide timely care to patients

Prudential Hong Kong has brought to life the heightened emotions and urgency patients experience in its new 2025 health campaign, featuring local singer-songwriter Terence Lam.

Centred around the slogan "help when you need it most" (最需要時，給您支持), the campaign taps into the overwhelming emotions and sense of urgency that can make patients feel impatient when ill. It seeks to convey that Prudential's health insurance offers immediate financial support when customers are unwell, while also serving as a way to build lasting savings during healthier times.

As part of the campaign, Prudential has launched a 60-second thematic video featuring Lam as a patient navigating the anxiety and uncertainty of illness. Joined by multiple actors, including local acter Ben Yuen Fu Wah, the video brings Lam’s emotions to life through his journey of illness.

The film captures the fear, impatience and hope that emerge when health falters while highlighting the company’s commitment to listening and providing compassionate, timely care. With its warm and reassuring tone, the video reflects the strength of having Prudential’s support during life’s most vulnerable moments.

As part of a broader amplification strategy, Prudential has partnered with TVB to roll out a mini-programme featuring medical experts sharing health advice and Prudential representatives offering insurance insights, complementing prominent out-of-home (OOH) placements at strategic urban touchpoints to reinforce the campaign’s messaging.

The campaign extends beyond digital channels with OOH displays across MTR stations, including Kai Tak Station and Causeway Bay Station, bus shelter panels and bus body ads. These initiatives bring the campaign message to key high-traffic locations and consumer channels, reinforcing Prudential’s role in offering the right help at the right time and driving awareness of the new Encash Hospital Cash Savings Insurance.

Ivan Choi, chief customer and marketing officer at Prudential Hong Kong said: “At Prudential, we understand that a health crisis affects more than the body. It touches every part of a person’s life. Our campaign reflects our commitment to listening deeply to our customers, understanding their fears, and providing help when they need it most - not only through immediate support but also across an extensive network of cross-border locations."

"With our market-first hospital cash savings plan and comprehensive health solutions with value added services, we are empowering individuals and families with the financial security and practical support they need to face life’s uncertainties with confidence,” Choi added.

MARKETING-INTERACTIVE has reached out to Prudential for more information. 

Don't miss: Prudential brings playful charm to pet insurance space with social campaign

Last month, Prudential Hong Kong featured Lam in another Furkids campaign, bringing emotional storytelling and playful charm to the pet insurance space.

Both campaigns underscore Prudential’s effort to bridge the market gap by offering holistic protection for every member of the modern family, including their pets. It further reflects the company’s commitment to actively listening to customers and delivering solutions tailored to meet their evolving needs.

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