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Business Objective
Reinvigorate Prudential’s brand around the world by lifting brand awareness and consideration among our target audiences — and increasing employee pride and engagement.
Creative Strategy
For the second consecutive year, we served as title sponsor for the Curtain Up Broadway Festival, in partnership with Playbill, the Times Square Alliance, and the Broadway League.
This Times Square celebration of a New York cultural and economic engine gave us the opportunity to create an on-going, trackable engagement with customers and prospects. Equally important, it helped us provide greater access for diverse communities to the types of inspiring stories and ideas expressed on theater stages everywhere.
Results
Curtain Up delivered on its goals by embedding deeper lead generation and experiencing one-of-a-kind media opportunities and PR.
Our Exposure ROI was >1.24. In other words, for every $1 spent on Curtain Up, we received $1.24 in media equivalent dollars. Our brand social media handles and social selling programs helped us:
• Increase awareness of the event to a wider audience and drive attendance.
• Generate over 1,000 quality leads through social media, email, and on-site engagement; and
• Target desired demographics via paid and boosted posts.
Bringing down the house on Broadway,
with Prudential.
See why being empowered to be his authentic self was the license Manoj Govindan needed to help his company, the LGBTQ+ community, and—most importantly—himself. Posted June 30, during Pride Month.
Manoj Govindan:
Day in the Life
Stages
Digital Experiences
Ads
Influencer
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Activations
Increasing access for diverse audiences to the inspiring, inclusive world of theater: such was a key goal of our free, three-day Curtain Up Broadway Festival. As this socially distributed video points out, it was a smash hit.
Hero Title
Main Headline
Can sport climbing help build a more inclusive world? Meet transgender athlete Alex Showerman, whose own experience helps answer this timely question. Posted June 6, during Pride Month.
Alex Showerman: Being My True Self
By combining dynamic footage from last year's event with an exciting new animation of Times Square, we hyped 2022's Curtain Up Festival.
Promo Video
At Prudential, we support initiatives that open doors for marginalized communities and help foster equity and inclusion. It’s a key counterpart to our work of creating access to financial security for people everywhere.
Our sponsorship of pro sport climber Alex Johnson provides an example. As two-time World Champion, Alex has transformed a pastime dominated by men into an accessible sport where diverse peoples — including women and the LGBTQ+ community — find support and self-esteem.
Designed for distribution over Prudential’s social media platforms, our video series “Breaking Barriers” captures vignettes from that dynamic, with the natural beauty of Alex’ home state, Utah, as backdrop in many of the episodes.
Breaking Barriers
Our video series “Breaking Barriers” captures vignettes from that dynamic, with the natural beauty of Alex’ hometown, Salt Lake City, as backdrop.
We hear Alex’s coming-out story, and see her mentoring a group of women athletes and members of SLAQC, a local queer-oriented climbing club. We meet Alex Showerman, a transgender climber. And we discover parallels between Alex’ journey and that of our own Manoj Govindan, whose insight as a gay man helps us create products offering access to financial security for people in LGBTQ+ community.
Alex Johnson:
Day in the Life
For champion climber Alex Johnson, coming out as gay to protect an LGBTQ+ climber who was being bullied was a decision that changed her life—and the lives of many other people, too. Posted June 29, during Pride Month.
Breaking Barriers
They grew up in different parts of the planet. But the stories of Alex Johnson and Manoj Govindan are united by a profound similarity: the realization that you can only create change for others when you’re empowered to be your authentic self. Posted October 11, for National Coming Out Day.
Alex & Manoj:
Two Journeys,
One Path.
For a group of determined women athletes, gender equality in sports starts with celebrating women’s accomplishments and being role models for the future. Posted March 9, during Women’s History Month.
Women’s History Month Roundtable
The challenges faced by the LGBTQ+ community are diverse. Listen in as members of SLAQC, a queer-oriented climbing club, talk about the necessity of being one’s authentic self to create a better world for the next generation of the LGBTQ+ community. Posted June 16, for Pride Month.
SLAQC Talk
Thank You
See why being empowered to be his authentic self was the license Manoj Govindan needed to help his company, the LGBTQ+ community, and—most importantly—himself. Posted June 30, during Pride Month.
Manoj Govindan:
Day in the Life
See why being empowered to be his authentic self was the license Manoj Govindan needed to help his company, the LGBTQ+ community, and—most importantly—himself. Posted June 30, during Pride Month.
For champion climber Alex Johnson, coming out as gay to protect an LGBTQ+ climber who was being bullied was a decision that changed her life—and the lives of many other people, too. Posted June 29, during Pride Month.
See why being empowered to be his authentic self was the license Manoj Govindan needed to help his company, the LGBTQ+ community, and—most importantly—himself. Posted June 30, during Pride Month.
They grew up in different parts of the planet. But the stories of Alex Johnson and Manoj Govindan are united by a profound similarity: the realization that you can only create change for others when you’re empowered to be your authentic self. Posted October 11, for National Coming Out Day.