Prudential brings playful charm to pet insurance space with social campaign

Prudential Hong Kong has brought emotional storytelling and playful charm to the pet insurance space in a social-first campaign, featuring local singer-songwriter Terence Lam and his canine alter ego “林家狗”.   

Available from 16 July, the “Furkid” campaign is designed to reflect the evolving role of pets in modern Hong Kong households, developed with the support of Ogilvy Hong Kong. With ownership rates rising and pet parents treating pets more like children than companions, the campaign repositions insurance to show love – not just manage risk. 

The campaign comes with a powerful tagline, expressed in the familiar Cantonese saying: “一家人最緊要平平等等” which means in a family, fairness is what matters most. Prudential taps into this cultural insight to argue that every member of the household, whether human or not, deserves the same care and peace of mind. 

At the heart of the campaign is a whimsical, four-part video series featuring Lam experiencing a soul swap with his dog, humorously showcasing the parallel needs for care, protection and dignity between humans and pets. 

The soul swap setup isn’t just cute – it serves a creative purpose, according to Dino Man, business director, Ogilvy Hong Kong in conversation with MARKETING-INTERACTIVE. “By transforming Lam into ‘林家狗’, we crafted a memorable character that embodies the campaign’s core message: pets are family, and their well-being is just as important as our own.” 

Following the main video are three product feature shorts that highlight Prudential’s PRUChoice Furkid Care Insurance - comprehensive pet insurance coverage – from Chemotherapy, MRI and CT scan reimbursements, to dedicated insurance agents, and overseas medical coverage through PRUChoice Travel. 

The insight behind the campaign is simple but powerful: while many Hongkongers see pets as family, few think of pet insurance as a form of love or care. Prudential wants to bridge that gap. 

“True family care extends to every member, including our cherished pets," said Ivan Choi, chief customer and marketing officer at Prudential Hong Kong. "In Hong Kong, while pets are undoubtedly part of the family, the market has yet to fully embrace the idea of comprehensive medical protection for them, akin to human insurance. This Furkid campaign isn't just about advertising for a product; it's about initiating a conversation and shifting perceptions."

Developed as a social-first initiative, the campaign is amplified across social media platforms such as Instagram, Facebook and Threads. To drive rewatchability and deepen fan engagement, the creative team embedded easter eggs throughout the video: nods to Lam’s first CD, fan club memorabilia, and other hidden details designed to reward close viewing. 

“This creative approach demonstrated how engaging storytelling can drive meaningful conversations and encourage new perspectives within the financial services sector,” added Man. 

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