Prudential BSN Insurance: Selling insurance to Superman

PruBSN wanted to target young Malaysian adults for their 'FirstLink' takaful product (insurance based on Islamic principles).

Prudential BSN Insurance: Selling insurance to Superman

Andy Miller, Arif Mumtaz and Vincent Ong

Campaign details

Brand owner: PrudentialAgency: Vizeum Media Services MalaysiaBrand: Prudential BSN InsuranceCountry: MalaysiaChannels used: Social mediaMedia budget:Up to 500k

Executive summary

PruBSN wanted to target young adults for their 'FirstLink' takaful product (insurance based on Islamic principles). Young adults are the Holy Grail for insurance companies, as getting them on board early means a potential lifelong value. However, this target is notoriously difficult to convince when it comes to purchasing insurance.

Young adults don't see...

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