For the next few weeks, MARKETING Magazine will be featuring the winners of the APPIES Malaysia Marketing Campaign Awards 2021 by sharing more about their winning campaigns. Consider this your daily dose of inspiration from Malaysia’s best marketing campaigns, judged by a jury of 35 marketing leaders who have made their mark in various industries.

GOLD Winner

Brand: Prudential Malaysia

Campaign: PRUMy Critical Care – Critical Illness Doesn’t Discriminate

Category: Consumer & Business Services

Campaign summary:

PRUMy Critical Care, a critical illness protection plan by Prudential, was making its second comeback while at the height of the global pandemic. Compounded with a legacy of presumptions towards critical illness along with other new health solutions bombarding consumers every day, our challenge was to make Millennials care about a problem they didn’t even believe in. This is a story of how Prudential found a way to change people’s minds about critical illness, and in the process penetrated a whole new generation of customers which they couldn’t win before.

Credits:

Agency: Naga DDB Tribal

Clarence Koh, Chief Operating Officer

Jeremy Yeoh, Creative Director

Joanna Dorai, Strategic Planning Director

Cheryl Loke, Brand Manager

Carmen Thong, Brand Executive

Brand: Prudential Assurance Malaysia Berhad

Angeline Tung, Director, Brand & Communications

Radziah Ismail, Senior Manager, Brand & Communications

Fiona Liao, Head of Brand

Eric Wong, Chief Customer & Marketing Officer

Presenter: Joanna Dorai, Strategic Planning Director, Naga DDB Tribal