Saturday, October 19, 2013

5 Admirable Things About Pru Life UK's New Campaign

1. The insurance company who listens.
pru life uk always listening always understanding best insurance company philippines

When I saw Pru Life UK’s new video on YouTube as well as its brand credo, I was caught by the company’s consistency and commitment to “listening” to their customers. Hearing it straight from the agents shown in the video, it is very apparent that the company is striving not to become a run-of-the-mill insurance company. They want to become the "insurance company who listens". In the video, one of the agents said something like “We don’t just talk about insurance. We want to become a source of hope.” These words stayed with me for a little while.

Being a marketer who advocates “listening” in this day and age where nearly everyone wanted to become the best and the loudest “talker”, my admiration goes to Pru Life UK. They are very consistent and committed to their own brand credo that goes “Always Listening. Always Understanding.” In that aspect, they had become a good communicator. And good communication is very important in any business, especially for them, who need to understand perfectly the needs and wants of their customers.

Because of this campaign, I was able to understand Pru Life UK more. In my mind, they have taken the spot of the “insurance company who listens”. If they stay consistent and committed to their brand credo, they'll draw people to themselves - for a quick chat.

2. Smart move to use social media.

Being a company who listens, using social media, the “media of the people”, is a very very smart move for Pru Life UK. Social media, as I see it, is a "listening" medium, more than an advertising medium. It’s different from all other communication channels such as TV, radio and print, which are all focused on talking about brands. In social media, you can’t just do that. In social media, you must learn how to listen or understand what the people in social media want. And if you were able to produce a message that they like, prepare for stardom. If they don’t, you have successfully wasted your advertising budget.

Life is like that in social media. Why? Because it’s about the people, not your brand. But when you learn how to listen and find out what people want, you’ll be greatly rewarded. It all boils down to good listening and understanding of your consumers.

For a brand that wants to take the positioning of the “insurance company who listens”, I highly recommend to materialize this brand credo over the “media of the people”. Pru Life UK’s bold attempt to do their campaign in social media, I believe, is strategically aligned to the very DNA of their brand.

3. Short video that focuses on the emotions.

Pru Life UK is an insurance company. Imagine if they focused on explaining their products and services in their videos and websites. Clearly, the company knows that no one will be interested to hear about their products and services and how these things work, no matter how good and beneficial these things are. It will be very boring. Thus, they focused on the benefits.

In the 33-second video of Pru Life UK, they focused on dreams, aspirations and feelings. The video made me feel good and made me want to know more about the company, which is why I searched for them over the Internet, which then led me to their good-looking website.

When an ad leads a person to be curious about a company that the latter searched for the company over the Internet, the ad did its job.

Watch the new video of Pru Life UK here and see for yourself.

4. Simple campaign page filled with eye-catching memes.

The key to creating good websites is simplicity. Yes, I know. You want to say a lot of things about your company and how good it is. But remember, you must be able to make your visitors care about it first.

When I saw the new campaign page created for Pru Life UK named “Life’s Little Secrets”, I saw colors and pictures and inspiring messages. It made me want to click them. And when I did, it allowed me to share them with my friends.

Again, the “insurance company who listens”. To think, these memes and quotable quotes are not directly about Pru Life UK’s products and services. But it’s about their customers and what they stand for. Their customers are dreamers. People who want to achieve things. People who, in way or another, need the help of insurance companies like Pru Life UK.

Life’s Little Secrets website may not be directly talking about Pru Life UK’s products and services, but in my mind, it is the kind of company that wants to do more than just that. It’s a step further towards winning the hearts of the people who want to win.

To check out their new campaign page, please click here.

5. The insurance company with a heart.

Insurance agents who have built strong relationships with their clients, a brand credo that speaks of the importance of listening, and a campaign strategy that is consistent with the brand’s positioning. As a marketer, I can’t help but admire Pru Life UK. Being a dreamer and a potential client myself, I appreciated the company all the more.

Because of the five things enumerated above, I have come to understood Pru Life UK more, from both standpoints of a marketer and a potential client. A lot of companies should learn from Pru Life UK.

Tuesday, October 8, 2013

The only reason why you should enroll to the E-Commerce Entrepreneur Program of

ecommerce entrepreneur program digital filipino janette toral advocateSomething wonderful happened. While I was creating a promotional blog for the E-Commerce Entrepreneur Program being offered by, I decided that I will not be using the usual style that I use whenever I blog.

I work best in creating a list of ideas that I want to share about a particular topic and then expound on each idea. I was supposed to create a list of reasons why one should enroll to the E-Commerce Entrepreneur Program. But while I was writing it, I felt different. I paused, stopped typing, procrastinated a bit, took a quick walk away from my working area, went back, thought for a while and then began to type again.

I decided that I will only be focusing on the single most important reason why one should enroll on’s E-Commerce Entrepreneur Program.

This time, I shall be typing this blog post from the heart.

I had been working with Ms. Janette Toral since August of this year and words can’t fully describe how thankful I am for two things – freedom and experience. Freedom doesn’t only pertain to seeing myself working inside any café at any time of the day (though that is very very feasible for my case), the job also gave me the freedom to pursue what I wanted to do – from reading the novel that I want, to doing my tasks in my local church every Tuesday and to browsing any website that I admire. Sadly, a regular daytime job doesn’t allow things like these. What’s sadder is that most employers still see these side activities as “distractions”. And I completely disagree.

Without reading the novels that I want to read, I don’t know how will I able to make the most creative copies that I needed to create to attract as many Likers that I need for a particular post. Without attending my local church, I don’t know where I will get additional strength that I need. Without visiting the websites that I admire, I don’t know how else I will appreciate the very importance of user experience whenever we create websites.

These aren’t distractions at all and it’s sad that some employers still box their employees and impose too many rules that actually hurt the creativity of their people. I can never count the times I said “God, thank you.” every time I see employees lining up in trains after a tiring day at work. I’m already out of the rat race. If only they knew that there are more opportunities today than there were five, six years ago.

Second is experience. This is my collective word for new knowledge, opportunities and skills. Where else was I able to learn to appreciate digital marketing in the light of the many fields that need it such as music, photography, real estate and others? Where else was I able to get the chance to talk to a huge crowd at no less than the SMX Convention Center? Where else was I able to learn how to tweak WordPress, a blogging platform that I avoid at all cost because of my ongoing love affair with Blogspot? All of these things happened to me because I chose to be a startup entrepreneur.

Mediactiv8, the startup social media marketing agency that I am currently building is the very offshoot of the program I underwent under the mentorship of Ms. Janette Toral and it is the same “person” that she hired during the time when my dream to “do it on my own” is running wilder than ever in my veins.

Why do I need to tell you these things?

Friends, the future is in E-Commerce Entrepreneurship. Tony Gaskins Jr. said, “If you don’t build your own dream someone else will hire you to help build theirs.” If you want turn your dream into reality, you have to start somewhere and I believe that startups aren’t called “startups” just because. I believe they are once dreams. Dreams that were once fleeting above the heavens, persistently chased by a dreamer who never stopped believing that it will come true, caught by the dreamer’s net and then brought down to earth.

Do you have a dream business? Do you believe that one day, you will also stop running in the rat race? Your time has finally come.’s E-Commerce Entrepreneur Program is not just a course in digital marketing. It is a movement, an advocacy. had been in the business of encouraging the growth of e-commerce entrepreneurship in the Philippines and abroad since the year 1997. Think about what you were doing back in 1997. In my case, I was still in Grade 2, and I will never be able to touch a personal computer yet until I reach Grade 5. But back in 1997, there is already someone who believed that e-commerce will grow in the country and will provide more opportunities for Filipinos.

Today, e-commerce had truly arrived. You will see it in the many online businesses here and there as well as the many startups being built that are anchored on e-commerce. If you desire to build one, I hope that you consider getting help from us, from, and you will be assured that you will be supported until your e-commerce objectives and bottom lines are attained.

Why you should enroll to the E-Commerce Entrepreneur Program of

It's because of your dream. And as your fellow dreamers, we want to accompany you in your journey.

Shall you have questions, please feel free to contact me anytime via 0917-838-7545 or via You may also know more about the program by visiting

Frequently Asked Questions:

1. The program is already ongoing, can I still join?

Yes, anyone can join this program whenever they are ready.

2. Are the videos of the learning sessions being uploaded?

Yes, all the videos are to be uploaded on the learning platform.

3. Will there be consultation sessions?

Yes, consultation sessions with Ms. Janette Toral is to be held every Monday, 7 to 8pm along with the weekly webinars.

4. Will be able to join the E-Commerce Creators Boot Camp?

Yes, part of the perks of enrolling to the Digital Entrepreneur Program are the accesses to the different boot camps including the E-Commerce Creators Boot Camp. To know more about the other perks, please visit

5. If we registered as an SME or Corporate, can we change attendees?

Yes, SME and Corporate members are allowed to send different attendees for any session limited to the slots allotted for them.

7. How long is the subscription?

The E-Commerce Entrepreneur Program is a 22-week intensive mentorship program but being an automatic member of the DigitalFilipino Club, enrollees are entitled to one year of online learning and consultation. To see the other benefits, please visit

8. Are there face-to-face sessions aside from the webinars?

Yes, face-to-face sessions are to be held at the Ateneo Graduate School of Business in Rockwell Center in Makati City from 9am to 5pm. The dates are Oct. 14, 21 and 22.