Prudential Cambodia: Where is home?

Prudential Cambodia, a life insurance company, launched a campaign in Cambodia for the Khmer New Year to spread a message of hope during the Covid-19 pandemic when many could not be with their families.

Campaign details

Brand: Prudential CambodiaBrand owner: PrudentialAgency: Studio 10 VietnamMarket: CambodiaSector: InsuranceMedia channels: Merchandise & free gifts, Social media, Television, Voice, chabotsBudget: Up to 500k

Executive summary

The life insurance industry in Cambodia is eight years old. Prudential was one of the first life insurers to enter Cambodia in 2013. Category awareness and life insurance penetration remain low, but the sector is now growing with over 10 life insurers entering the market.

Through much of 2020, Cambodia closed its borders to protect its citizens. This meant...

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