Prudential collaborates with SuperM to release a wellness song & music video - MARKETING Magazine Asia


Prudential collaborates with SuperM to release a wellness song & music video

Prudential, in collaboration with K-pop supergroup SuperM, released a song and music video titled ‘We DO’ on 9 April 2021 to encourage having fun while maintaining a healthier lifestyle. The upbeat song features a new way of practicing wellness – with a ‘We DO’ Dance, that is composed to get you up and moving regardless of your age.

This release also marks the first regional life insurer to partner with a K-pop phenomenon as Prudential partners with SuperM to create the music video, in line with their common goal to promote the importance of staying fit and healthy especially in current times. SuperM’s energetic approach to music and performance embodies and champions Prudential’s “We DO” spirit that celebrates the drive and optimism of today’s generation.

Through universally loved music and dance, Prudential and SuperM aim to transform the way people view and practice wellness, by putting it through a fun filter.

The launch of the “We DO” song and music video will be followed by Prudential’s “We DO Dance” initiatives in 11 markets across Asia. 

According to Prudential, “We DO Dance” is a series of health and wellness initiatives to offer people a fresh perspective to managing their wellbeing. 

“Our ambition for the “We DO Dance” initiatives, including SuperM dance tutorials and dance challenges, is to open up wellness to people of all stages of life through learning new and fun ways to DO holistic wellness,” said Chief Customer and Marketing Officer at Prudential Assurance Malaysia Berhad (PAMB), Eric Wong.

“This will also bring people together to build dance and fitness communities through local social media channels and our all-in-one health and wellness app, Pulse by Prudential.”

Riding on the regional campaign, PAMB is launching #WeDODanceChallengeMY, from 10 April to 15 July as they invite Malaysians to join #WeDODanceChallengeMY via social platforms such as TikTok, Instagram and Facebook. Alternatively, they can participate in the “Dance for Wellness” community on the Pulse by Prudential app, where they stand a chance to win more prizes and get access to exclusive content. 

Watch the music video here:


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