Prudential Flying Start 2024 Video

Client: Prudential

Project Title: Prudential Flying Start 2024 Video

Background

Prudential is one of the top life insurance companies in Singapore, serving the financial and protection needs of the country’s citizens for 90 years. The company delivers a suite of well-rounded product offerings in Protection, Savings and Investment through multiple distribution channels, including a network of more than 5,000 financial consultants.

Brief

As part of Prudential’s annual event “Flying Start”, where financial consultants and top management gather to network and gain inspiration for the new year, they requested us to craft a video for the event with a “gamified” element. They wanted the values of Prudential (grit and perseverance) imbued throughout the game and video. This was to remind and excite the audience at the event as they prepare for 2024

Response

While the brief sounded straightforward, Kartini, our Creative Lead, admitted that she found it a challenge to settle on the type of games that can be presented or played in the video. “As the video is short-form, we don’t have the luxury of time, where you can make elongated gameplays or challenges to make it more exciting,” said Kartini.

Typically, when it is a game show or a TV series, you have ample time to build a compelling narrative. However, because of time constraints with short-form video, we had to select games that were simple and everyone understood. Ultimately, we settled on word association and a Jenga-like game.

The first two games involved word association. Two pairs of contestants faced off against each other to choose a word that complimented the word given by the host. The words themselves were closely associated with “grit,” such as “self-improvement” and “learning skills.” 

The last game was inspired by Jenga, but Kartini decided to add her own twist – Reverse Jenga. Instead of taking out blocks from an existing base, each team took turns building the blocks from the ground up. This again relates to the theme of “grit”. 

During each stage of the game, talking head videos of the participants were interwoven to show how each word that’s played in the game is applicable to their daily lives, showing reliability and harking back to the overall theme of “grit”.

Outcome

Although there were time constraints, we ultimately delivered! The video was well-received during the Prudential Flying Start event.