Prudential Zenith Life "You Matter" - A Strategy-First Campaign to make Insurance feel Human again
A Through-The-Line Re-Introduction of Prudential Zenith Life Insurance
The mission: Insurance is supposed to be personal — but in Nigeria, it rarely feels that way.People don’t wake up thinking about cover. They think about school fees, rent, the future they haven’t fully figured out. For Prudential Zenith Life, that was the challenge: How do we remind people that planning ahead isn’t just smart — it’s an act of love? How do we make a financial product feel like an emotional decision?
A Strategic Reset, Not just a Campaign
We knew this wasn’t about visibility — it was about relevance.
So instead of selling a product, we sold a perspective: You Matter.
Not as a tagline, but as a truth that cuts across media, culture, and behavior.
Built to Cut Through — Across Channels, Across Doubt
To truly land the message, we built a through-the-line experience — from screen to street, feed to feeling.
TV Commercial: Emotional storytelling for national resonance — shot, produced, and post-produced in-house
OOH: Bold visual presence across urban hotspots, reinforcing the personal message in public spaces
Radio: Warm voiceovers, local cadence — placing the brand in everyday moments
Social Content: Real stories from real customers — a testimonial approach to earn trust
Performance Marketing: Google, Meta, and YouTube ads with targeted messaging to drive curiosity, click-throughs, and conversion
Every touchpoint carried one core idea:
You matter enough to protect your future.
What We Saw, What We Moved
This wasn’t just a campaign — it was a change in tone, presence, and perception.
The numbers tell part of the story. The shift in sentiment tells the rest.
Website Impressions: 2.05 million
YouTube Views: 507,059
Instagram Growth: +454%
Facebook Growth: +3,622%
And most importantly:
People began to engage not because they were sold to — but because they felt seen.
This is how we work.
Strategy-first. Emotion-led. Built for business outcomes.
Want to see what this looks like for your brand?
