Education Plan
PruSmart Child Presentation
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PRE S S ADS
Press Advert 1
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Press Advert 2
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Press Advert 3
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O UTDOOR
Outdoor Billboard 1
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Outdoor Billboard 2
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Outdoor Billboard 3
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R ADIO ADS
Radio Advert 1
Narrator: Male – sage, elderly, wise. CONCEPT: A generic pitch to Zambia’s school moms and dads, on signing up for the Smart Care Education Plan. SFX: Piano keys. NAR: A little peace of mind for you today will help your little genius change the world tomorrow. NAR: Prudential’s Smart Child Education Plan keeps your kids in school no matter what happens to you or your capacity to work, and it pays a tidy term bonus for each policy year. Let’s start a conversation about the future. Visit prudential.co.zm. END. DURATION: 30 SECS.
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Radio Advert 2
SFX: Piano keys. NAR: Whatever becomes of your life, you can ensure a bright future awaits your child with Prudential’s Smart Child Education Plan. NAR: A term bonus for each year of education you insure will push your payments just that little bit further, and a premium waiver, no matter what happens, will keep your children on track for a life of success. Let’s start a conversation about the future. Visit prudential.co.zm. END. DURATION: 30 SECS.
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Radio Advert 3
NAR: MALE – calm, sage, wise. CONCEPT: A generic pitch to Zambia’s parents about the benefits of Smart Child, except slightly more personalized. SFX: Familiar symphonic soundtrack. NAR: Mutale Mulenga has a bright future ahead of him. 800 points at Grade 7, all six for his GCSEs, and a Bachelor’s degree with Distinction in Economics. As long as he stays in love with homework, and keeps raising his hand in class, success is guaranteed by his parents keeping one eye on the future. It’s Prudential that told the Mulengas to have a look at the clear-cut genius of the Smart Child Education Plan. There’s a term bonus for every year they insure, and a premium waiver in the event of anything. Let’s start a conversation about securing your child’s future. Visit prudential.co.zm today. END. DURATION: 30 SECS.
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Radio Show
Prudential Radio Show: Interview Questions, for Man/Woman from the Pru.
Timing
Focus
01:00
DJ opens program, introduces that week’s Man/Woman from the Pru and prospective Smart Child parent.
O3:00
Officer from the Pru makes a few remarks about the Prudential brand and how listeners can get in touch.
O4:00
Officer from the Pru asks in detail how the guest’s kids are doing in school, what their favorite subjects are, in a pleasant, amiable manner.
O7:00
Officer from the Pru asks about our guest’s awareness of the Smart Child Education plan, mentioning just a few of its amazing benefits. He must speak in a way that promotes conversation, invites question, rather than monologue.
10:00
Commercial break, during which we play a generic Prudential ad or the Smart Child radio advertisement.
12:00
The DJ welcomes back our listeners. Our Officer from the Pru must now break down Smart Child in terms of our guest’s specific school fees challenges and requirements. He will ask her a few questions about costs in and outside of school fees, ask the guest to provide even a general idea of his/her saving tactics, and then show how her how much easier life will be with a Smart Child Education Plan.
17:00
Musical interlude, and final message from Man/Woman from the Pru about how to reach Prudential for more details about Smart Child.
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MA LL ACTIVATIONS
Mall Activations (Launch)
The Smart Child Challenge Iris DDB and Prudential basically set up booths at shopping malls around the city, where passerby shoppers (and their kids) are invited to stop over and solve an appropriate challenge (mathematical, scientific, etc.). Success will earn participants a sugary treat, whatever the outcome, with a brief engagement enabling the Prudential representative to have a quick one-on-one with parents about the Smart Child Education Plan. Aim: To establish a meeting place, between Prudential’s sales teams and Zambian parents, where sales leads might be generated. Contact details may be exchanged to facilitate a more informative conversation at a later date. Frequency: 4 alternating Saturdays across a 2-month period, at Manda Hill, East Park, Makeni, and Levy Park malls. Media Deliverables: Teardrop banners • Brochures • Branded caps, T-shirts, and water bottles. (These may carry signifiers of a youngster’s Smart Child status; a T-shirt might announce, “Thanks for Securing My Future, Mom & Dad!” or “I’ve Got a Smart Future,” and so on.) • Branded school-bags and stationery •
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BR A NDE D ITE MS
Branded Collateral
I’m a
Smart
Child!
I’ve got a
Smart
PruSmart Child
Future
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Branded Collateral
Smart
SmartChild
Child!
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Biudget
Prudential Radio Show: Interview Questions, for Man/Woman from the Pru. Activity
Cost Per Item
Number Of Insertions
Total
Radio Programs 10 Minutes
K7,566
8
K60,528
Live Outside Broadcasting
K10,550
1
K10,550
Teardrops Banners 3m
K2,500
2
K5,000
Brochures A5
K178
100
K17,800
Branded Caps
K50
100
K5,000
Branded T-shirts round necks
K70
50
K3,500
Branded Golf T-Shirts
K150
20
K3,000
Pull up banner heavy base
K2,550
2
K5,100
Branded Water bottle
100
Branded School Bag
50
Total
K110,478
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