Prudential launches new PRUvalue campaign

Prudential Assurance Malaysia Berhad (PAMB) has launched a campaign which runs with the tagline "Get More with PRUvalue med"and promotes a new medical plan.

The campaign aims to showcase how Malaysians get more for what they pay with Prudential Assurance Malaysia Berhad's latest medical plan, PRUvalue med. The campaign hopes to drive curiosity among consumers, intriguing them to find out more.

Through the campaign, PAMB aims to reach out to consumers and communicate the fact that PRUvalue med gives more of what really matters such as more medical protection to safeguard against rising healthcare costs, more savings from the insurance premiums and others.

According to a press statement, PAMB states that the campaign was conceptualised to better understand the current economic climate in Malaysia where consumers are concerned with GST and rising cost of living. It wanted to emphasise on the importance of having adequate insurance protection.  Given that healthcare costs are continuously on the rise, the brand wanted to push the need for insurance in the market.

The PAMB campaign will be implemented in various phases, focusing on key target segments during occasions that are most relevant to them. This will comprise exposures in the above-the-line media including out-of-home and digital media, with year-long bursts of on-ground activation that will allow Prudential to connect with its target audiences.

The campaign was first launched on 16 March 2015 and PAMB's creative and media buy agencies on record are Naga DDB and Mindshare respectively.

Chief brand officer, PAMB, Fiona Liao said: "PRUvalue med has such strong USP that is relevant not only to our target audiences, but the current market sentiment as well. We are excited that this campaign has allowed us to be creative and different from what we have accustomed to, while still being able to communicate the USP in a clear and straight to the point manner."

She added that it is not very often that insurance brands gets an opportunity to inject fun into a subject that is not easily understood by many.

"We are confident that with this style and approach, we will be able to garner greater awareness for PRUvalue med and achieve our campaign objectives," said Liao.