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 Setting the Stage

Boost awareness of Prudential’s global investment management business after renaming it as PGIM. Enhance brand reputation and drive growth in assets under management.

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Establish PGIM as a leading global investment manager to institutional investors and financial advisors through broader media channels. 

  • Break through competitive noise to boldly assert new name for brand recall

  • Highlight PGIM’s specialized investment capabilities that help investors uncover higher risk-adjusted returns over time.   

To our animation partners at HU-SH London,            is the building block of a visual vocabulary to dramatize PGIM’s investment story.

 

 

To our music house Found Objects,            is the synchronized movement of a school of fish or flock of birds that soars on classical flutes and strings.

The Challenge 

To institutional investors,               is the symbol of risk-adjusted returns.

Bringing       to Life

Alpha and Urbanization animations optimized for multiple media channels

Our Strategy

A fully integrated media plan placed the animations in a variety of formats across traditional and digital channels.

Develop a simple but sophisticated campaign to drive recall and awareness of PGIM name, investment philosophy and differentiated approach to capturing alpha. Visually own and dramatize the search for alpha across media:

 

  • Striking digital animations on popular institutional investor sites, CNBC and Bloomberg TV

  • Targeted LinkedIn and Twitter posts

  • 22-foot-tall digital animation in PGIM Tower lobby

The animations have created buzz, tested above average on television and in video distribution, and engaged digital and social media audiences with over 850k views, including our highest view rate in the 10-year history of the Prudential/PGIM YouTube channel (96%), while fueling top ranked performance in the investments industry on Twitter and LinkedIn.

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Key Metrics + recognition:

 

  • Alpha Seekers animation named a "Top new national ad" by Advertising Age, October, 2016

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  • 863,757 digital video views of the animations

    • 487,995 YouTube views​

    • 365,762 Twitter video views

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  • 365,762 animation minutes viewed

    • 247,362 YouTube mins watched​

    • 62,828 Twitter mins watched

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  • YouTube

    • Average view duration for both 0:30 animations = 0:29​

    • 96% completion rate for both animations

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  • Social media engagement with animations

    • Twitter

      • 5.36mm impressions

      • 817,769 social actions

    • LinkedIn

      • 7.73mm impressions​

      • 28,348 social actions

 

Top investment management firm on Twitter for period​

        October 2016 through July 2017.  (via Unmetric)

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Bloomberg TV Study (250 Financial Advisors):

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  • Aided awareness, brand familiarity & Top 2 Box consideration all up 22%

  • Brand buzz up 23%

  • Double-digit gains in 9 key brand imagery attributes vs control

  • Campaign Ad Recall 40.5% vs Bloomberg benchmark 30%

  • Brand Association (average of 2 spots), 62.5%

  • Campaign Persuasion 94% vs Bloomberg benchmark 63%​

 

Ace Metrix Study (Affluent Households):

 

  • 582 Ad Ace Score vs 555 norm (Urbanization animation)

  • 611 Ad Persuasion score vs 592 norm (Urbanization animation)

Results

Results
Strategy
Creative

Thank you!

Social Media Highlights:

Digital wall animation in PGIM Tower:

CLICK To Play PGIM's #Alpha animation on YouTube:

CLICK To Play #Urbanization on YouTube:

CLICK To Play #Alpha on Twitter:

Web - PGIM.com:

Television and digital video distribution:

Press + buzz:

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