Prudential Singapore has unveiled an AR filter that brings Singapore dollar notes to life, as part of its #PRUMoneyTalks campaign. Users are able to open the filter on Instagram or Facebook stories and scan a SG$2, SG$5, SG$10, or SG$50 note to see an animated story for each individual note. The campaign was conceptualised by VaynerMedia and aims to create a unique experience that could prompt users to be more aware of how they use their money. According to the insurer, this has an impact on the consumer and the initiatives that they may choose to place their money in.
To animate and develop the filter, VaynerMedia engaged local and art collective, Dude.sg. According to the agency, Dude.sg was the first in Asia to create a custom AR Instagram filter. In fact, one of its more popular works was Squid Game's "Red Light Green Light" filter, which went viral in October 2021.
For the SG$2 dollar note, the animation film depicts a school that Singapore’s first president, Yusof bin Ishak attended. The film then tells the story of how the country's first dollar notes educated the citizens to save and spend money mindfully. As for the SG$5 dollar note, the film went with a "Garden City" theme, showcasing Singapore's greenery while drawing awareness to the impact on how one's investments can have a hand on the environment.
With the SG$10 dollar note, the film featured a sports theme and how planning a long, lived life requires a thorough strategy, similar to playing any sport. Lastly, with the SG$50 dollar note, the film depicts various ethnic groups in Singapore playing their multicultural instruments, showcasing how diversification is integral to both Singapore and its investments. MARKETING-INTERACTIVE has reached out to VaynerMedia on additional information regarding the campaign.
Prudential's Singapore chief customer officer, Goh Theng Kiat said the insurance company was pleased to partner with VaynerMedia and Dude.sg to provide Singaporeans with a fresh perspective on the dollar notes through an augmented reality experience. At the same time, Goh added that #PRUMoneyTalks campaign aims to get people to think more deeply about their savings and protection journeys and where the money is invested.
"Everyone is on their mobiles these days, so what better way to catch their attention than with a dynamic AR filter coupled with the dollar notes that all of us have in our pockets,” said VJ Anand, managing partner and head of media at VaynerMedia APAC. Through this campaign, Anand added that the agency hopes to push the boundaries of creative advertising beyond typical social posts to explore newer mediums that are increasingly integrated into one's daily life.
Anand was promoted to managing partner of Asia Pacific in July 2021. In his new role, Anand continues to oversee creative excellence, as well as play a key role in the agency’s growth strategy across the region. Anand joined VaynerMedia in 2019 from Gojek where he was SVP of creative. CEO and co-founder of VaynerMedia, Gary Vaynerchuk, said previously that its Singapore office is growing and Anand is "a key hire" as it continues to scale the business in the region.
Earlier this month, VaynerMedia was appointed by Tinder to be its global media agency. While an official statement from either party was not released, the agency took to its social media channels to unveil the account win. The agency said on its Instagram and Twitter posts, "A new, exciting relationship – we can’t wait to start this journey with you, Tinder!"
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