Relationship Reconnect

Relationship Reconnect

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Prudential - Relationship Reconnect

We went back to the brand’s foundation, to the deep sense of empathy that had inspired the brand’s long standing promise of ‘always listening, always understanding’. With this lens, we could see that Prudential was operating in a society that was facing new kinds of pressures. Pervasive personal technologies, long working hours combined with anxiety for the future placed a new level of stress on personal relationships.
Inspired by American research psychologist Arthur Aron’s ground breaking experiment on developing intimacy between strangers; we developed the ‘Relationship Reconnect’ platform. We used this experiment to bring Singaporeans together and the resulting films provoked people of Singapore to reassess their relationship and strengthen their emotional bonds with people that matter most. We used a relevant social tension and the brand’s voice to help people reconnect.