Eastspring Investments partners with antics@play to drive #MoneyParenting conversations in Singapore
Last November Eastspring Investments (“Eastspring”), the asset manager of Prudential plc, unveiled a brand campaign called #MoneyParenting. Developed in partnership with brand and PR agency antics@play, the campaign was inaugurated in Singapore, and is expected to roll out across various markets in Asia over the next two months.
This digital-first effort aims to raise awareness among parents on the importance of instilling good financial habits and values in their children.
#MoneyParenting continues Eastspring’s ongoing narrative of investing in the future of customers and communities across Asia. By leveraging their reach and expertise to deliver knowledge, opportunity and resources to enrich lives and create more secured futures.
The project kicked off with an extensive survey involving 10,000 parents across nine Asian markets to explore financial parenting attitudes, mores and fears. The research, conducted by Duxton Consulting, uncovered several financial parent archetypes and insights that inspired the strategic approach and creative concept.
Appointed to lead with the overall campaign strategy, message and execution, antics@play set out to complement the survey findings with research into parenthood trends and children’s behavioural science: How they learn, how they develop, when their attitudes are set and how parents teach. From those insights, the team worked with Eastspring to define and segment the audiences, and then bridge the divide between what children can and want to learn, and what parents can and want to impart.
Springing from the fact that children mimic their parents’ actions closely, and how parents’ behaviours will strongly influence and shape the actions of their kids, #MoneyParenting seeks to remind parents to not only closely monitor their own financial habits and values but also to actively inculcate sound ones in their child.
The campaign launched with a social experiment video, involving parents from Singapore, Malaysia, Thailand and Taiwan. The parents are shown doing unusual actions to see if their child would then copy them blindly. This drives home the message that for good financial parenting to happen, the parent must first demonstrate the right financial behaviour.
“Filming any social experiment is always a challenge. Everyone was nervous if the hypothesis would hold. We had the parents do really wacky things. And the parents themselves were not only game, but were surprised their child followed their actions exactly, no matter how ridiculous. The results gave us confidence that we were on the right track with our message and to go further. Because building a campaign around having an awareness of ‘monkey see monkey do’ isn’t enough. We had to do more to drive them further down the funnel and continue the conversation,” said Shawn Mak, Senior Creative Director, antics@play.
Besides a social experiment video, the campaign also featured a series of interactive display ads, where parents are encouraged to interact and take a persona test to understand what type of financial parent they are. From the results, antics worked with Eastspring to tag and push relevant resources – including blog articles and whitepapers – to those parents to help them level up on financial knowledge and competencies.
“We’re thrilled to be able to bring this topic to the market. #MoneyParenting is testament to our ongoing commitment to helping our customers gain more financial knowledge, perspectives and security all across Asia. For not only themselves but also their children. This is a topic that is more relevant today than ever.” said Christian Fleischer, Head of Marketing, Eastspring Investments.
Besides Singapore, the #MoneyParenting campaign is slated to launch in Malaysia, Thailand and Taiwan in Q1 2021
