Leon Jaume
Executive Creative Director at WCRS
London, Reino Unido
Campanha The Plan from the Pru - Prudential
Anunciante Prudential Financial, Inc.
Marca Prudential Financial
PostedNovembro 2002
Sector Empresarial Seguros
História After almost a decade away from mainstream above-the-line brand media, Pru is now back on TV with a major campaign, designed to re-open a dialogue with consumers.

The brief was to bring some of the closeness and familiarity that people felt towards the Man from the Pru back to life, making the brand more top of mind and increasing its relevance to the public. Out of this sprang the launch of The Plan from the Pru – not only a new product and new advertising campaign, but a new way of doing business for Prudential.
Filosofia The unique vehicle that Pru have employed to communicate with their target audience is POETRY. It seems to bypass all the barriers that people hold up when it comes to financial advertising and really get through to them. They see themselves in the words and therefore feel a sense of complicity with the brand that brings them to them. And the endlines then invite them to ‘get themselves a Plan from
The Pru’ if they see themselves in the poem.

To get the right poems, Pru commissioned over 180 poems from 120 poets across the nation, sifting through these and existing poems (over 250 in total) and refining to get the final mix of 8 TV and 15 radio. Then once the poems were agreed, the unorthodox process didn’t stop there. Instead of defining the visual expression of each piece on TV, Pru and WCRS approached upwards of 10 production companies and film schools and invited directors, students and anyone who wanted to, to pitch a treatment for consideration. Over 200 of these were then pooled and assessed until the final selection was agreed upon, whereupon the production companies were then given total control of the process with no intervention or involvement from Client or Agency until a rough cut was delivered. Nerve-wracking all round, but magnificently productive. The final films are therefore the untouched inspiration of the directors – their way of visualising the poems.
Problema In advertising terms, it was vital to get the approach right. Consumers have a tendency to view financial advertising as wallpaper, something to ignore at best and mistrust at worst. This is the opposite of the way they used to feel about The Man from the Pru – someone who they had an open and honest relationship with and who talked to them in plain English. What Pru were looking for in a TV campaign was work which could really reach people and connect with them. Not images of old people and children on beaches, but reality that the target could connect with and feel a sense of complicity with. The ideal response was ‘Oh, that’s me, they’re on my level’. It needed to act as the start of a conversation, an opener.
Tipo de Mídia Televisão
Mercado Reino Unido
Director criativo
Director de arte
Director de contas
Produtor da agência

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