Prudential Invests In K-Pop With SuperM Collab

The Asian arm of insurer Prudential has become the first life insurance company in Asia Pacific to tap into the popularity of K-pop by partnering supergroup SuperM. 

Prudential has launched a new campaign as part of their deal – ‘We Do Well Together‘ – to encourage consumers across Asia to stay well and healthy, and have fun doing it. Throughout 2021, Prudential and SuperM will also hold a slew of events to motivate people to lead healthier lives and achieve better wellness. Prudential will announce more details of the activities in the next few months.

“Prudential and SuperM share a common goal. We want to promote the importance of staying fit and healthy, especially during these times,” said Prudential Corporation Asia chief executive Nic Nicandrou.

“This campaign focused on health and wellness reflects our continued commitment to putting our customers at the heart of our business.” 

The members of SuperM stated that they share a common mission with Prudential to help improve people’s wellness and drive optimism in good and bad times. “Through [the campaign], we call on everybody to put in the same energy and spirit as ‘We do’ to achieve our life goals together,” the group said.

According to ASN data, Prudential is ranked third (13.1%, ~US$6.6m) for the insurance category in the non-sport sponsorship landscape across Asia over the past three years. However, the company’s spends have dipped to slightly under US$1.5m for 2020, an 39.2% decrease from the previous year’s spend of over US$2.4m.

While the insurer tends to focus on celebrity endorsements and branded content deals for its non-sport sponsorship investment, it has been hit by a clutch of withdrawals last year, namely brand-owned content platforms such as Word Count and Tribute to the Survivors. Its latest move to collaborate with a hot K-pop entity like SuperM is la clever example of easily engaging the masses in a  region obsessed by the genre.