Malaysia – Prudential Malaysia has introduced the ‘PRUMillion Med Active’, a medical plan that provides Malaysians with more control of their medical insurance through the ‘Be In Control’ campaign created with advertising agency Naga DDB Tribal.
The campaign details the benefits of the new medical plan, which allows people to pay less for insurance when claiming less while ensuring that medical coverage is not affected.
Using dance to express self-control in the campaign, Be In Control conveys the medical plan’s active-pricing element. Beginning with a 15% instant discount on medical insurance charges, they can continue to enjoy an annual discount when they maintain good health and make no claims.
“We wanted to create a visually stunning campaign that truly captures the innovation of the medical plan. After exploring various ways to convey the concept of ‘control,’ we found that ballet and breakdancing perfectly embodied the essence of ultimate control in movement,” Alicia Hew, creative director at Naga DDB Tribal, said
“Our focus group uncovered that people have very little knowledge, which hinders their ability to make better healthcare, insurance, and medical claims decisions. But what remained true across all respondents was that they wanted to become more discerning and well-informed consumers to offset the rising cost of living. So our strategy was clear: To empower them with the confidence to make equally informed decisions when it came to insurance – which we knew would position PRUMillion Med Active in the best possible light” Mark Siew, associate director of strategic planning at Naga DDB Tribal, said.
