Prudential HK empowers parents to support children’s dreams with new campaign

Prudential Hong Kong has launched a new campaign to empower parents to unlock greater possibilities for their children’s potential.

Also known as “2025 entrust multi currency savings plan”, the year-long campaign reflects the brand's belief that traditional career paths are no longer the sole route to success in today’s rapidly evolving landscape. Modern families increasingly support their children in turning today’s passions into tomorrow’s professions.

This insight comes from Prudential’s “Financial wellbeing tracker”, which reveals that nearly three-quarters (74%) of Gen Alpha parents seek to respect and nurture their children’s personalities and interests, while 73% encourage them to stay true to themselves. This highlights the importance of equipping children with the skills and confidence needed to build lasting legacies.

Anchoring in this idea, Prudential’s campaign emphasises “Unlock greater possibilities for your children’s potential” by introducing the Prudential Entrust Multi-Currency Plan. According to the release, this is Hong Kong’s first savings insurance plan with trust-like features, allowing parents to support their children in pursuing their dreams amid an uncertain future. With this new product, parents can establish a financial foundation that fosters resilience and empowerment, enabling their children to reach their full potential.

A spokesperson from Prudential told MARKETING-INTERACTIVE that the campaign targets parents, families, and couples planning for parenthood, as the brand seeks to help them achieve financial flexibility to allow their children to explore a world of possibilities.

As part of the campaign, Prudential has launched a thematic video featuring the inspiring stories of Hong Kong singer MC Cheung (pictured); local breakdancer C Plus; and Sheng Sheng, a 10-year-old star photographer from Shanghai. Cheung performs “In Good Hands" (相信一切是最好的安排) by local singer Panther Chan, a song centered on the belief that everything happens for a reason and that dreams are attainable with the right support.

These stories aim to highlight how everyone, with the backing of their families, is overcoming uncertainty and pursuing their passions, no matter how unconventional, which is the theme that Prudential wants to convey in the campaign.

To further amplify its message, a series of out-of-home (OOH) displays are strategically deployed across key locations in the city. These installations aim to bring the campaign to the forefront, showcasing Cheung's journey to stardom driven by his family’s support while driving awareness of the Prudential Entrust Multi-Currency Plan, underscoring its role in helping families nurture their children’s distinctive aspirations and turning everyday moments into opportunities for support.

Additionally, Prudential has collaborated with its featurettes in the thematic video to share the campaign on their personal social media platforms, amplifying its reach. A press event was also held on Tuesday (25 February), where Cheung shared his journey to fame. 

Ivan Choi, chief customer and marketing officer, Prudential Hong Kong, said, “With these inspiring success stories, Prudential aims to stand out and encourage parents to listen to their children’s different dreams, recognising that every child’s aspirations deserve to be nurtured. Guided by the vision of unlocking greater possibilities for children’s potential, our multi-currency product—Hong Kong's first savings insurance plan that incorporates elements that resemble a trust —offers flexibility to allocate and pass on an enduring legacy to support the dreams of their children, hence unleashing their potential."

"Prudential is committed to being the trusted financial partner for families, providing the foundation to turn these dreams into lasting realities, with long-term income stability that supports the next steps in children's lives, wherever they may go," he added. 

Don't miss: Prudential HK wishes patients to 'get well soon' with collaborative menu

Back in November last year, Prudential Hong Kong teamed up with six local food brands to develop a “get well soon” menu, allowing patients to enjoy dietary freedom even while they are unwell.

Also known as “Get well soon”, the two-month campaign was done in collaboration with creative agency Noah Workshop and media agency Mindshare. The six local food brands involved in this partnership were Tim Ho Wan (添好運), Original Taste Workshop (原味家作), 7-SELECT, Mother Pearl, NuttieB, and Optmeal.

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