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.

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