PRUDENTIAL SINGAPORE

PRUVIBES

ROLE: ART DIRECTOR • DESIGNER

Prudential SG is on a mission to vibe with Gen Z, a crowd that's more about living in the now than worrying about insurance. The goal is to shift insurance from a "someday" notion to a social media "flex," making the traditionally serious and seldom-shared subject of insurance as trendy and effortless as their latest viral post.

Any insights?

Gen Z lives in a world of FOMO and trusts word-of-mouth from peers more than traditional corporate advertising. Their social currency revolves around what's shareable, what's trending, and what earns them social points.

So, what was our move?

We introduced PRUVibes, a vibrant community campaign for Gen Z, transforming insurance from a mundane task into a social milestone. Upon purchasing a policy, members join an exclusive community, unlocking a treasure trove of perks, rewards, and specially curated workshops.

How did it all come together?

The peace sign, a Gen Z staple of joy and positivity, became our mnemonic by shaping the “V” in PRUVibes. And to level up the vibe, we said peace out to the usual corporate red, grey, and white, tapping into Prudential’s underused gradients to create a fresh, energetic palette that feels youthful and unmistakably PRUVibes.

The Language of Rewards

Talk about flexibility! Our hand gestures aren't just for show – they've evolved into visual language. Each pose represents the different cool rewards that come with PRUVibes. Every hand gesture tells a story about the perks of being part of the PRUVibes crew.

So, what’s the vibe with PRUVibes?

Fueling Creativity

We kicked off the rewards by giving the first 40 an invite to the design thinking workshop. Because, let's face it, levelling up your future is the real flex.

Framing the Future

We introduced the Tribe Collective – a space where we invite the first 50 policyholders to voice their ideas, directly influencing the future of Prudential's offerings. It embodies the spirit of partnership and innovation, proving that our customers are not just buyers but integral co-creators.

Unpacking Mental Baggage

But wait, there's more! We recognize the critical importance of mental health and its impact on achieving goals and managing daily life. That’s why we offer a complimentary workshop dedicated to enhancing mental well-being.

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