U.S. APG-ACCOUNT PLANNING AWARDS - The Finalists: Prudential Insurance Company of America Be Your Own Rock

For years, Prudential had been running lifestyle advertising that, in the opinion of Fallon McElligott in Minneapolis, had little to no impact on sales or public perceptions. We felt consumers still thought of Prudential as an insurance company despite its diversified financial services capabilities.
One bright spot: Prudential had a tremendous equity in “The rock.” But its personality-reinforced by the tagline, “Get a piece of the rock”-merely reinforced the perception of the brand as yet another self-centered, intractable insurance company.
We decided the agency’s task was to make the Prudential brand more relevant to consumers in a way that would support all the company’s business units-from insurance to securities to real estate.
An interdisciplinary team of planners, creatives and account managers melded consumer insights from Yankelovich, proprietary client studies and our own focus groups.