Prudential launches regional campaign reinforcing importance of listening

The campaign includes television, print, outdoor and online advertisements developed by Ogilvy & Mather Advertising in partnership with Mindshare Hong Kong.

The TVC features among others a coach instructing his team of players, students listening to their lecturer, a bride listening to her mother, conveying times when listening is important.

"Listening is part of our day-to-day life, but not an activity individuals think about often," said Simon Handford, ECD at Ogilvy & Mather HK, "We wanted to illustrate scenarios and stages where sincere, thoughtful listening is important, be it during conversations, spending quality time with family or working together with teammates. It's amazing what we can learn when we listen."

Bangkok-based director 'Tor' Sornsrivichai from Phenomena was selected to work with Ogilvy in bringing the concept to life.

Commenting on the new campaign, Julie Lyle, chief marketing officer at Prudential Corporation Asia, said, "We introduced the 'Always listening, always understanding' platform in 1995, and these values have remained a foundation of our business ever since."

"Consumers need to prepare and plan for their future, and it is through our listening to their goals and understanding their motivations, aspirations and dreams that we can help them to save, invest and protect for their future," she added.

The campaign will be localised in six languages, including English, Cantonese, Mandarin, Bahasa Indonesian, Vietnamese and Korean, and will progressively roll out across Asia this year.

Credits:

Project 'Always listening, always understanding' 2011 Campaign
Client Prudential Corporation Asia
Creative agency Ogilvy & Mather Hong Kong
Media agency Mindshare Hong Kong
ECD Simon Handford
Director Tor Sornsrivichai
Production Phenomena
Exposure Television, print, online, outdoor