Prudential: The banca game – a simulation game of insurance industry

Prudential Vietnam, an insurance brand, launched a gamified campaign in Vietnam to encourage Gen Z to apply for jobs in Bancassurance.

Campaign details

Brand: Prudential VietnamAgency: Tequila by TBWA Group VietnamRegion: APAC

Campaign video

Strategy

Objective

Bancassurance means selling insurance products through the Bank, and it has become a spearhead distribution channel of the insurance industry. According to the Vietnam Insurance Association, Bancassurance contributed 30% of the total new premium revenue in 2019.

Currently, bancassurance sales force is mainly job hopped from insurance agency channels, banks, finance, and other professionals. However, these resources are not enough to meet the industry's development and tough competition.

Therefore, Prudential needs other potential sources of the sales force to develop...

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