Building an Employer Brand to Inspire and Motivate Performance
Nobody Remembers Second Place
Prudential’s Million Dollar Round Table (MDTR) celebrates high-performing associates who embody excellence. Tasked with amplifying this culture of achievement, Sedgwick Richardson developed an integrated internal compaign to inspire and motivate team performance across Prudential’s Singapore offices.
Overall Theme
Echoing the grit and determination of great sportsmen/women, financial consultants seek to be the best in what they do, achieving new records and milestones at every race.
Visually inspired by athletes, known for their drive, determination, energy, and ambition, the theme featured vibrant colours with a design language associated with sports. This overall approach evokes and inspires financial consultants to be high-achievers and strive for ‘number one’.
#IBELIEVE
The MDRT concept weaves in relatable quotes from famous athletes who not only represent the drive to succeed, but also the top Five Prudential Values rooted in the company’s overarching purpose.
With illustrations of famous sporting icons, motivational quotes and Prudential’s values, the campaign went across diverse office environments, merchandise, and digital communications.
