DISCOVER

Prudential Insurance is a Global 100 business with significant focus on Asia Pacific. Rush interviewed key stakeholders from across the business to gain a deep understanding of what drives value for the business, what strategies they are employing to grow their business, what their individual challenges and objectives were.  Prudential Insurance had never entered into a large scale sponsorship before.

DESIGN

Rush soon found the perfect fit with the Asian division of British insurer Prudential and its asset management arm Eastspring Investments. Having developed a really good understanding of what the challenges in their business were and what would be of interest to them in terms of adding value to their business through sponsorship we were able to package the deal with The Rolling Stones Asia Tour knowing what we needed to achieve for Prudential.

The objective of the partnership was to motivate and energise Prudential’s agency sales force so the benefits included meet-and-greets with the band, backstage access and VIP tickets in addition to its brand being featured on the marketing material for the tour.

DELIVER

Prudential secured one of the largest music sponsorship deals done in Asia and it saw a significant uplift in sales having achieved all business and brand objectives from the partnership.

“Rush introduced The Rolling Stones Asia Tour opportunity on the basis of a great understanding of our business and evaluation criteria. They were excellent at helping us secure and negotiate a tailored rights package under considerable time pressure. In the end, great results were delivered, and we were grateful for Rush’s expertise, reliability, patience and personable approach.”

CMO, Prudential

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