HONG KONG – Prudential Hong Kong, widely recognised as the territory’s most considered pet insurance provider, has unveiled the ‘Prudential Furkid Social Media Campaign’ in collaboration with Ogilvy Hong Kong. Through a bold and emotionally resonant creative approach, the campaign spotlights the increasingly cherished role pets play in Hong Kong households, positioning them not merely as companions but as full fledged members of the family.
Amid a rising tide of pet ownership in the city, Prudential seeks to address a critical gap: while many Hongkongers express deep emotional bonds with their pets, few view pet insurance as an essential expression of care. The campaign aims to reframe this narrative by offering robust insurance solutions that reflect the dignity and protection every “furkid” deserves – all while amplifying Prudential’s core promise: “Listening. Understanding. Delivering.”
ries led by acclaimed singer-songwriter and animal advocate Terence Lam. In the lead film, Lam experiences a fantastical soul swap with his dog, creating a parallel between the human and animal experience in terms of care, dignity, and protection. The narrative cleverly weaves emotional storytelling with comedy, underscoring the core message: pets deserve the same consideration as any other family member.
“By transforming Terence Lam into ‘林家狗’, we crafted a memorable character that embodies the campaign’s core message: pets are family, and their well-being is just as important as our own” says Dino Man, Business Director, Ogilvy Hong Kong.
“From the outset, we knew this campaign had to be inherently social and truly connect with pet owners and their needs,” said Leslie Wong, Head of Digital Creative, Ogilvy Hong Kong. “By leveraging the universal insight of pets as family and infusing it with playful, shareable content like the soul-swap narrative and hidden ‘easter eggs,’ we designed an experience that wasn’t just seen, but felt and shared. This approach allowed us to transform a traditionally functional category into something emotionally resonant and highly engaging for audiences.”
“True family care extends to every member, including our cherished pets,” said Ivan Choi, Chief Customer & Marketing Officer at Prudential Hong Kong. “In Hong Kong, while pets are undoubtedly part of the family, the market has yet to fully embrace the idea of comprehensive medical protection for them, akin to human insurance. This Furkid campaign isn’t just about advertising for a product; it’s about initiating a conversation and shifting perceptions.”
Designed with a mobile-first mindset, the campaign has seen remarkable traction across Meta platforms Instagram, Facebook, and Threads. With over 2.4 million video views, 1.3 million unique users reached, and upwards of 20,000 engagements including more than 3,000 organic shares, the response has been overwhelmingly positive.
