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Today I received great email from Prudential Brand & Communications. The email is about Prudential PRUmy child Integrated Marketing Campaign. Here is the details.

PRUmy child Integrated Marketing Campaign LAUNCHED!

We are thrilled to announce that our PRUmy child campaign, the biggest
integrated marketing campaign this year, is now launched!  Until end of
June, our advertisements will appear across multiple channels – TV, radio,
press, magazine, outdoor billboards and online, complemented by various
promotions, on-ground and public relations activities.

The campaign is aimed at positioning PRUmy child as the first-of-its-kind
product that offers comprehensive protection for every stage of a child’s
life, even before birth.  Based on the proposition of “When love starts,
protection begins”, our advertising shows how a mother’s love starts when
her child is still in the womb, and so does her instinct to protect
him/her.

As you may have heard or read in the media recently, starring in our
advertisements is none other than Dato’ Sheila Majid, whom we have chosen
as the ambassador for PRUmy child. Sheila is the ideal spokesperson, as she
is not only a music icon that transcends all racial and age barriers, but
also a mother of four, whose top priority is to protect and provide the
very best for her children — the qualities that echo those of our PRUmy
child.

The integrated campaign involves a myriad of activities to create awareness
and educate consumers on PRUmy child, via the following touch-points:

Press Conference & Bloggers Briefing
Press Conference, which was held on 1 April 2010 received very good
response from the media, including TV stations and programmes like
“Malaysia Hari Ini”.
Bloggers Briefing on 10 April 2010 – this is an avenue for us to spread
our messages on popular blogs.

TV
Over 1,600 spots of PRUmy child TV commercials, featuring Sheila, her
daughter Khalefa and husband Acis, will appear on:
Astro channels – AXN, Hallmark, Star World, Star Movies, Asian Food
Channel, National Geographic, Discovery Travel & Living, Discovery Home
& Health, CNN, Wah Lai Toi, Phoenix, AEC, Hua Hee Dai, Astro Prima and
Ria
Non-Astro channels – TV3, NTV7 and 8TV

In addition, our TV commercial will also be shown in more than 100
paediatrics & gynaecologists’ clinics at selected hospitals in May and
June.

Radio
Over 300 spots of radio advertisements on Mix FM, MY FM, 988 and Sinar FM
from 5 – 14 April 2010.

Print – Newspapers & Magazines
Over 30 spots comprising advertisements and advertorials in:
Newspapers – The Star, The Sun, Utusan Malaysia, Sin Chew Daily, Guang Ming
Daily, Kwong Wah Jit Poh, Borneo Post, See Hua Daily
Magazines – Parenthood, Mami & Baby, Pa & Ma, Mom Baby, Mami Baby, Reader’s
Digest, Money Compass

Outdoor
Over 30 outdoor billboards nationwide

Online
Advertisements via news portals (Star Online, Sinchew-i, Berita Harian,
Harian Metro), Google, Mysimplifieds, Mum Centre, Tribal Fusion network,
Innity network and Nuffnang Blogs.

National Geographic TV Programme Sponsorship
PAMB is sponsoring the following series on National Geographic channel
(Astro 553):
a) “In the Womb” – 28 April with re-runs on 1 & 2 May
b) “In the Womb – Identical Twins” – 5 May with re-runs on 8 & 9 May
This sponsorship entitles us to over 450 spots of program promotions &
sponsor’s mentions which will be shown in various Astro channels.

Here’s a snapshot of our media touch-points for this campaign:

Also attached are the media schedules for TV commercials and print, radio,
online & outdoor advertisements for your reference.

Customer Promotions
a) Dear Nestle – PRUmy child “Join & Win” Contest**
Promotion period:  8 April – 7 July 2010
3 x PRUmy child plans worth RM30,000 each to be given away
Customers can log on to www.prudential.com.my for more details
How to enter:  Submit entry form on Nestle’s website (linked via our
website), register as a “Dear Nestle” member and answer 2 simple
questions

b)  Free PA for newborns at selected hospitals**
Promotion period: 1 April – 30 June 2010
Entry forms are available at selected 15 selected hospitals.  To
obtain the Free PA, customers need to fax the form (to Brand & Comm)
or register online at www.prudential.com.my within one month after
birth.
The free PA covers newborns from 7th day of birth for 12 months.

** Not open to employees/agents of Prudential & their family members

c)  ”A Heart for a Heart” community project with Gleneagles Hospital, KL
Objective:  To raise funds for children or parents with children who
suffer from congenital defects for their corrective surgery at
Gleneagles Hospital, KL.
For every PRUmy child policy sold between 1 Mar and 30 June 2010,
PAMB will donate RM2.00 to the above cause

d)  Free RM50 shopping vouchers for the first 200 approved PRUmy child
policies with PRUbest start rider attached
Promotion period: Up to 30 June 2010 or while stocks last

Sales Tools
Besides the usual product brochures, the following items are available at
PRUstore:
Leaflets & standees – for agents to place at relevant outlets (eg. gynae
clinics, day care centres, mom-baby boutiques, pregnancy classes, etc).
Posters & buntings – for agents to place at relevant outlets, sales
booth, etc.
Ultrasound printout holder – for agents to give away to customers or
gynea’s to give out to their patients; can also be used as photo or CD
holder
You can even customize the above items (except buntings) by placing your
contact details on the designated contact box on the items.  Kindly refer
to an email from Ms May PE Ching (Brand & Comm) dated 1 April 2010 for
details on discounts/savings you can gain from PRUstore.

Website
For more info on PRUmy child campaign and promotions, please visit our
corporate website – www.prudential.com.my
Among other things, the website contains:
Sales video, featuring an exclusive interview with Dato’s Sheila Majid
Info on Dear Nestle-PRUmy child contest and Free PA promotion for
newborns
Education calculator
PRUmy child benefits