As a leading insurer, Prudential wanted to concentrate on helping a young audience to get the most out of life. But how could we make a 173-year-old insurance brand relevant to Millennials and Gen Z?

The answer is to focus on a holistic approach to wellbeing, not just for their financial gains, but understanding their true passions and tapping into digital trends that resonate with our audience: their love of dance and the irresistible nature of TikTok.

We created the We Do campaign to help young people move toward a healthy life and to serve as a platform for holistic wellness. The takeaway is simple: it's much easier and more fun when we do our well-being together.
We launched a world-first collaboration with K-Pop supergroup SuperM, partnering with them to write the lyrics, choreograph dances, and film a music video and social campaign to bring our We Do campaign closer to our audience's minds.

From song lyrics and dance choreography to a music video launch, TikTok dance challenges, exclusive filter releases, reaction videos, a virtual concert, and daily motivational posts to keep fans engaged. And that they did, with millions of unique dances posted to TikTok and IG. The campaign ran across 14 markets in Asia and generated 14 million YouTube views and 57 million TikTok engagements.