Always Listening. Always Understanding

Planning a TVC campaign for financial institution is not easy. The appointed agency need to ensure the product or campaign can be understand by the specific target group. Usually ive seen many financial products being marketed almost directly to the mass,for example if its a credit cards, then the card and its privileges.

But last year, Prudential came out with campaign to capture their potential customers with a thematic concept of a basic human communication elements which is 'listening'. Knowing that selling their range of insurance products is quite a daunting task to get the customer to even listen to what their consultant have to explain about the benefits of their products alone, the campaign of persuading the customer to give a chance to listen has been launch in establishing Prudential as financial institution who listen and understand the needs of their customers.

Asia Pac version



Hong Kong Version

Indonesia Version



Taiwan Version

"Listen to me, even if its difficult. Even if I don't speak up. Even if you disagree. Even when you already know the story - whether its sad or late.Because only by listening can you truly gain a deeper understanding.We believe the best financial solutions always start with listening
Prudential. Always listening. Always understanding"

You think that was good? This year, the company has just launch an even better thematic campaign to further encourage and reinforce their customers to listen(with the reason by now you should already know why).

"listening open your eyes, listening open your heart, listening makes it possible. listening it changes everything, your future in good hands because we listening. prudential."

Project 'Always listening, always understanding' 2011 Campaign
Client Prudential Corporation Asia
Creative agency Ogilvy & Mather Hong Kong
Media agency Mindshare Hong Kong
ECD Simon Handford
Director Tor Sornsrivichai
Production Phenomena
Exposure Television, print, online, outdoor

Directed by the world #1 art director,Tor Sornsrivichai(bow down bow down!). Prudential's 2011 campaign is definitely a strong contender for this year advertising awards :)