How do you sell life insurance in a country that lives in the present?
Client: Prudential
Market: Cambodia
Launch: 2017
Problem
In 2016, financial literacy in Cambodia was very low. In the life insurance category, Manulife was the dominant player, while Prudential was the challenger brand.
The challenge was: how do you convince Cambodians to take up life insurance when there is very limited understanding of finance?
Cambodia is a country marked by a heavy history of war, which has shaped a culture where people often prioritize immediate needs and instant gratification over long-term planning. This made it particularly difficult to communicate the purpose of life insurance.
Insight
When people live for today, life insurance only makes sense if it feels like protecting the love you already have.
Solution
We created an integrated campaign around the idea: life insurance is love insurance.
While Manulife relied on rational testimonials, Prudential chose to lead with emotion — telling the story of a parent’s love for their daughter over the years.
