An interesting campaign coming out of Asia from Prudential Financial in which they have teamed up with the cartoon network to create a content and digital platform to give children key financial management skills.
When Prudential went through the process of establishing how it was going to direct it CSR efforts throughout the region. They found that through their focus groups a reoccurring issue parents were concerned about was the financial literacy resources that their children had access to.
As a solution they have created these fun and engaging pieces of content that give children across Asia key lessons about the value of money and more importantly how to manage it.
This is an interesting and incredibly adventurous project for Prudential to be embarking on. Not only is it giving key resource and creating a conversation with the youth of Asia. But subsequently the exposure that by association they also get to these children’s parents is invaluable brand dwell time.
The campaign is targeted towards 7 – 12 year olds and will feature a number of different elements and resources. First the Cha Ching content will feature across the Cartoon Network through 7 markets including Hong Kong, Indonesia, Malaysia, Phillipines, Singapore, Thailand and Vietnam. They also have the content disseminated via their Prudential Asia YouTube channel. The content is accesible via a website: http://www.cartoonnetworkasia.com/cha-ching/#. The website itself features games and utilities that help kids understand issues pertaining to money management. But teaches these lessons in a fun and interesting way.
My favourite part of this program is the mobile app. This puts true financial management tools in the hands of kids and lets them manage their money and incomes through the application itself. it includes a pocket money management system so you can track your spending, savings trackers and goals, spending alerts when you are running out of spending money and a function the parents will love – a task tracker in which you can do chores to earn extra pocket money.
It recognises the trend that parents download apps for their kids. In Australia 25% of apps that parents download to smartphones are for their kids. So intelligentally Prudential is also tappng into that valuable insight with this execution. This is also further exposing actual potential clients to the Prudential Brand. I can see this also generating a lot of traction in schools as a money management and education system.
We really like the strategic strength and direction Prudential have in regards to KPI’s attached to this particular program. Which we feel gives it a much higher chanhce of succeeding. With a remit to fulfil and comit to building children’s understanding of four fundamental money management pillars – Earn, Save, Spend and Donate. Providing prudential with opportunities to help children begin practicing these essential skills at a young age.
The key outputs of the campaign are to be:
- Where does money come from?
- Money has to be earned before you can save, spend or donate it
- Opportunities through entrepreneurship; how to manage your allowance efficiently
- The importance of saving and learning to save for short- and long-term goals
- The difference between ‘needs’ and ‘wants’: instant and delayed gratification
- Sharing and donating a portion of one’s money and time is the right and responsible thing to do
Great stuff from Prudential that creates true brand engagement and utility with audiences across Asia in an interesting and fun way.
If only banking apps in general were as intuitive and helpful as this.