Prudential Hong Kong launches 2025 Entrust Multi Currency Savings Plan campaign
In today’s rapidly evolving landscape, traditional career paths are no longer the sole route to success. Modern families increasingly supporting their children in turning today’s passions into tomorrow’s professions. In a bold move to shatter the status quo, Prudential Hong Kong has unveiled a new marketing campaign to introduce Hong Kong’s first savings insurance plan that incorporates elements that resemble a trust, Prudential Entrust Multi-Currency Plan, a forward-thinking solution designed to give families the financial flexibility to help their children explore a world of possibilities.
With 65% of Generation Alpha set to enter roles that have yet to be defined, the future is full of uncertainty. According to the findings from Prudential “Financial Wellbeing Tracker”, nearly three quarters (74%) of Gen Alpha parents seek to respect and nurture their children’s personalities and interests, while 73% encourage them to stay true to themselves. It is crucial for parents to equip their children with the skills and confidence to build lasting legacies.
Anchoring in this idea, Prudential’s campaign emphasizes “Unlock Greater Possibilities for Your Children’s Potential”, introducing the Prudential Entrust Multi-Currency Plan as a forward-thinking solution. Designed to provide families with the financial flexibility they need, the city’s first saving insurance plan that incorporates elements that resemble a trust ensures that parents can help their children pursue their dreams and navigate the uncertainties of an ever-changing future. With the support of this innovative product, parents are equipped to secure a financial foundation that fosters resilience and empowerment, enabling their children to reach their full potential.
As part of the campaign, Prudential has launched a thematic video showcasing the inspiring stories of MC Cheung, a rising Hong Kong singer, C Plus, an award winning breakdancer, and Sheng Sheng, a 10-year-old celebrity photographer from Shanghai. In a moment that truly reflects the campaign’s core message, MC performs “In Good Hands (相信一切是最好的安排)” by Panther Chan, a song about believing that everything happens for a reason and that, with the right support, dreams are always within reach. These stories highlight how everyone, with the backing of their families, is overcoming uncertainty and pursuing their passions, no matter how unconventional. Prudential’s new multi-currency savings plan gives families the flexibility they need to invest in their children’s dreams, no matter where those dreams may lead.
To further amplify its message, a series of high-impact out-of-home displays were strategically deployed across key locations in the city. These installations bring the campaign to the forefront, showcasing MC Cheung’s inspiring journey to stardom driven by his family’s support while driving awareness of the pioneering Prudential Entrust Multi-Currency Plan, underscoring its role in helping families nurture their children’s distinctive aspirations and turning everyday moments into opportunities for support.
Ivan Choi, Chief Customer and Marketing Officer at Prudential Hong Kong Limited, said: “With these inspiring success stories, Prudential aims to stand out and encourage parents to listen to their children’s different dreams, recognizing that every child’s aspirations deserve to be nurtured. Guided by the vision of unlocking greater possibilities for children’s potential, our multi-currency product—Hong Kong’s first savings insurance plan that incorporates elements that resemble a trust —offers flexibility to allocate and pass on an enduring legacy to support the dreams of their children, hence unleashing their potential. Prudential is committed to being the trusted financial partner for families, providing the foundation to turn these dreams into lasting realities, with long-term income stability that supports the next steps in children’s lives, wherever they may go.”
