HOW DO YOU MAKE
A TRADITIONAL CORPORATION
COOL?

Prudential is a financial giant in Asia. Like many of the financial behemoths, they don't necessarily have the reputation of being the coolest kids in the block. Just a year before they engaged us, they relaunced the brand under a new tagline - 'We DO'. Despite the intention of that tagline wanting to make them look more proactive, that work saw them being perceived even more as a old, corporate giant. So, the brief for us was to make 'We DO' relevant and memorable for the millenials.

Our approach to make the branding stick was to not have any branding at all.

We gave the tagline to SuperM, a Kpop super group that assembled the best members from other bands, and got them to make a song out of it. Note: This isn't a jingle. There were no product mentions. No name-dropping Prudential. Not even a single logo was seen in the music video. But soon enough, teens were humming to the name of the tune, which happens to be our tagline, We DO.

The music video garnered 7 million views in the first week of launch, was mentioned in several media magazines, and reached top 10 in Apple Music's Kpop charts. Like a Kpop song release, we followed up with Tik Tok videos teaching viewers how to do the dance, behind-the-scenes videos, and even a 'live' virtual concert.