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.
Brand: Prudential Malaysia
Campaign: PRUMy Critical Care – Critical Illness Doesn’t Discriminate
Category: Consumer & Business Services
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.
Agency: Naga DDB Tribal
Clarence Koh, Chief Operating Officer
Jeremy Yeoh, Creative Director
Joanna Dorai, Strategic Planning Director
Cheryl Loke, Brand Manager
Carmen Thong, Brand Executive
Brand: Prudential Assurance Malaysia Berhad
Angeline Tung, Director, Brand & Communications
Radziah Ismail, Senior Manager, Brand & Communications
Fiona Liao, Head of Brand
Eric Wong, Chief Customer & Marketing Officer
Presenter: Joanna Dorai, Strategic Planning Director, Naga DDB Tribal
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