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2023
Client: Prudential Singapore
Agency: GOODSTUPH Singapore
Creative Leads: Woon Chng (Senior Art), Rachel Fung (Art), Adam Kerr (Senior Copywriter), Niraad Senan (Copywriter)
Art Directors: Rachel Fung, P.S. Jati, Natasya Sanjaya
Copywriters: Niraad Senan
Illustrator: P.S. Jati
Context
Prudential Brand Refresh (social)
The objective of this social content refresh is to get Singaporeans (18-65y/os) who are entrenched in insurance stereotypes to see Prudential's sincere commitment to enriching lives. By challenging industry norms through fresh and compelling social content that audiences crave for.
Brand Challenges
Prudential is instinctively perceived as a brand with a promotional agenda and an emergency contact in times of need as opposed to a wellness brand.
Audience Insights
Our audience lack the resources, guidance and time to plan for their future, which is
further exacerbated by their misunderstanding and lack of understanding of the
insurance industry and the uninspiring content that does not serve their needs.
Serving relevant content that you're thinking about, when you're thinking about them; almost like a meta-algorithm just for you. Because wouldn’t it better if we shared the tips we have, at the times they’re actively thinking about those matters?
Each month, we identify specific moments, thoughts, headspaces and
life stages of our audience. We compiled a potential list of things people might be thinking about, and narrowed it to the top 5. Then we identified the strongest common trend, which becomes the theme of the month.
OCTOBER 2023
1. Q4 Rush – EOY Stress
2. Workplace stress build up
3. World Mental Health Day
4. Mental health checks
5. Last-minute holiday plans
From this list, we identified Stress Management as the theme for the month of October.
As we enter Q4, we’re 75% through the year. The EOY rush ramps up, we start to feel the stress at work, start to think about our mental health with World Mental Health Day, and many of us try to quickly book a last-minute getaway.
Now that we have the theme, how will the content sound and look?
Look and Feel (Old)
The current art direction already utilises illustrations. However, the illustration style is a little inconsistent, and too similar to that of some other financial brands. How can we stand out more?
Look and Feel (New)
Let’s be honest, insurance content can be a bit dry… We’ll establish a more consistent look through fun and quirky illustrations, bringing our content to life in an eye-catching and playful manner that all our TAs can enjoy.
With a number of copy-led ideas, we can strike a nice balance of seriousness and playfulness with a mix of our brand font FS Albert Pro—and some exciting, attention-grabbing doodled typography. This can help us convey a more casual tone and better establish us as a lifestyle brand.
Tone of voice
Informal, yet informed. Casual, yet cultured. Plain-spoken, yet purposeful.
Instead of sounding naggy, we sound like them. Instead of talking at them, we talk like friends. Instead of showing up when things go wrong, we show that we’ve been here all along.
This is how the content looks
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