Inspiring Excellence: An Integrated MDRT Campaign for Prudential
Prudential Group provides life and health insurance and asset management to around 19 million customers in Asia and Africa.
Prudential aims to be the most trusted partner and protector for generations by providing simple and accessible financial and health solutions.
The Million Dollar Round Table (MDRT) is globally recognised as the standard of excellence, representing the world’s best sales professionals in the life insurance and financial services industry.
Prudential’s Financial Consultants aspire each year to reach MDRT status — a prestigious benchmark of professional success.
Rallying Financial Consultants to Achieve More, Together
The campaign aimed to rally Financial Consultants around a bigger vision: embracing the MDRT Whole Person Concept to balance professional growth with wellbeing, family, and community impact. By uniting Consultants under the theme “Your Path to Possibilities”, the goal was to strengthen their sense of shared purpose, elevate their role as trusted consultants, and inspire them to push each other towards holistic excellence.
Sedgwick Richardson (SR) delivered an integrated internal campaign built around the theme “Your Path to Possibilities”, challenging Financial Consultants to reflect on their self-concept and push beyond conventional goals.
Integrated Campaign
A thoughtful mix of touchpoints, from digital communications to dynamic office installations and merchandise, ensured the message reached Consultants wherever they were.
Provocative Messaging and Persona Storytelling
Anchored by the bold idea, “Is That You?”, the creative featured aspirational and thought-provoking copy that encouraged Financial Consultants to view success as a balance across all areas of life. Six distinct personas brought these messages to life, making them relatable and prompting deeper self-reflection.
