Prudential Empowers Malaysians to Take Control of Healthcare

Prudential Malaysia has launched Be In Control, a campaign created in partnership with Naga DDB Tribal, introducing PRUMillion Med Active - an innovative medical plan designed to give Malaysians greater control over their medical insurance by encouraging better care for their health. 

Be In Control demonstrates the benefit of the new medical plan that lets people pay less for insurance charges when they make lesser claims, without compromising on medical coverage. This comes at a crucial point in time, with medical inflation pushing up insurance premiums and placing added financial pressure on families nationwide. 

The campaign uses dance as a form of ‘self-control’ expression to highlight the active-pricing element of the medical plan. With Active Pricing, the policy begins with an instant discount of up to 15% on medical insurance charges. By maintaining good health and making no claims, policyholders can continue to enjoy this upfront discount annually, empowering them to decide how much they pay and take charge of their health journey. 

“We wanted to create a visually stunning campaign that truly captures the innovation of the medical plan. After exploring various ways to convey the concept of ‘control,’ we found that ballet and breakdancing perfectly embodied the essence of ultimate control in movement,” said Alicia Hew, creative director.

Part of the campaign’s design includes multiple assets tailored to resonate with various mindsets among Malaysians. Naga DDB Tribal collaborated closely with the brand to ensure the product promise strongly resonated with today’s audience. 

“Our focus group uncovered that people have very little knowledge, which hinders their ability to make better healthcare, insurance, and medical claims decisions. But what remained true across all respondents was that they wanted to become more discerning and well-informed consumers to offset the rising cost of living. So our strategy was clear: To empower them with the confidence to make equally informed decisions when it came to insurance - which we knew would position PRUMillion Med Active in the best possible light” explained Mark Siew, associate director of strategic planning. 

PRUMillion Med Active, is a medical plan that offers reduced costs for those who make fewer claims, akin to the No-Claims Benefits in auto insurance, providing upfront discounts on insurance charges as long as you maintain a claim-free record. 

Be In Control is one of many efforts by Prudential to inspire and encourage Malaysians to proactively manage their health and offer financial rewards for maintaining good health. The campaign also features a series of content that educates Malaysians on claim-based pricing plans.