APPIES 2021 Winner Showcase: Prudential Malaysia, PRUMy Critical Care

For the next few weeks, MARKETING Magazine will be featuring the winners of the APPIES Malaysia Marketing Campaign Awards 2021 by sharing more about their winning campaigns. Consider this your daily dose of inspiration from Malaysia’s best marketing campaigns, judged by a jury of 35 marketing leaders who have made their mark in various industries.

GOLD Winner

Brand: Prudential Malaysia

Campaign: PRUMy Critical Care – Critical Illness Doesn’t Discriminate

Category: Consumer & Business Services

Campaign summary:

PRUMy Critical Care, a critical illness protection plan by Prudential, was making its second comeback while at the height of the global pandemic. Compounded with a legacy of presumptions towards critical illness along with other new health solutions bombarding consumers every day, our challenge was to make Millennials care about a problem they didn’t even believe in. This is a story of how Prudential found a way to change people’s minds about critical illness, and in the process penetrated a whole new generation of customers which they couldn’t win before.

Presenter: Joanna Dorai, Strategic Planning Director, Naga DDB Tribal

An afternoon of conversations we never had, with leaders most of you never met.

Discover what’s possible from those who made it possible. Plus a preview of The HAM Agency Rankings REPORT 2024.

Limited seats: [email protected]

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