PRUDENTIAL

Prudential wanted to enter the Thai market, but it had a problem. It was a very international brand with no local relevance. Thai people had no idea who the brand was.

In Thai culture, nicknames are super important. When you know someone's nickname, it means that you're on the way to becoming a friend.

Introducing...

Hi I'm Pru!

a campaign that re-introduces Prudential as the friendlier and younger 'Pru', with an art direction that appealed to the Gen Z crowd.

OOH Takeover

We started the campaign with an OOH Takeover all around Bangkok, each one with a simple message: saying hi to Bangkokians.

Credits

Client – Prudential
Agency – VaynerMedia