Company: Pru Life UK, Taguig City Philippines
Company Description: Established in 1996, Pru Life UK is the pioneer of insuravest, or investment-linked life insurance products, in the Philippines and is one of the first life insurance companies approved to distribute US dollar-denominated investment-linked life insurance policies in the country. Since its establishment, Pru Life UK has expanded its reach to over 190 branches in the Philippines.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Sport
 Nomination Title: PRURide Philippines 2023 - Celebrating life with Filipino families for better health and wellness
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
The 2023 PRURide Philippines, the latest iteration of the country’s largest cycling festival, was launched in March 24, 2023.
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
NA
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 245 words used.
Pru Life UK first established the program in 2016 to promote health and lifestyle through the sport. While initially an amateur event, it eventually grew to include a Union Cycliste Internationale component, attracting professional cyclists from the Philippines and across Asia.
The COVID-19 pandemic, however, put a temporary halt to the in-person annual cycling event.
With the easing of pandemic restrictions, Pru Life UK decided to time the relaunch of PRURide Philippines with the the 175th anniversary of its parent company, Prudential plc. For its current iteration, Pru Life UK continued to advocate for health and wellness through cycling.
Apart from this, Pru Life UK recognized the growing importance of cycling as a response to the country’s transportation issues, which was highlighted during the pandemic. The country’s lockdowns altered the transportation landscape, specifically limiting the transportation options available to commuters. It is within this context that cycling became a popular form of alternative transportation—one that is also eco-friendly.
As such, the 2023 PRURide Philippines celebrated cycling not only as a sport that promotes physical fitness and mental well-being but also as a growing alternate mode of transport that helps address the country’s mobility challenges.
Moreover, to make the festival more inclusive, Pru Life UK also positioned cycling as a family-friendly and community-centric activity. This was reflected in the fact the festival featured a Family Fun Ride and a Kids Cup apart from the Grand Fondo, timed rides ranging from 30 to 60 and 100 kilometers.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 247 words used.
After a three-year hiatus, it was important to imbue the 2023 PRURide Philippines with a sense of scale. To do this, Pru Life UK decided to hold two legs—one in Clark, another in Cebu. It also held a virtual PRURide for cyclists who couldn’t join in person.
To build awareness about the festival and its advocacies, Pru Life UK deployed several communications tactics.
- Key Opinion Leader (KOL) engagement
Pru Life UK partnered with cycling and fitness KOLs. These included news anchors Gretchen Ho and Kim Atienza; actor Zoren Legaspi; cycling content creators Ger Victor, the Darlings, Jeno Cuenco, Joanna Gairanod, and UnliAhon; and cyclist John Mier.
The campaign was launched through a press conference that also featured a ceremonial ride. Meanwhile, both the Clark and Cebu leg also each had a press conference.
Each event had a highly curated media list that enabled Pru Life UK to reach both the general public and the sports/cycling communities. Apart from national publications, the two legs were also attended by regional bloggers and media outlets.
To further raise awareness, Pru Life UK also forged partnerships with the following media outlets.
- One News had a segment on the ceremonial ride on One Sports, its sports news program, to target the cycling community.
- GMA’s “Unang Hirit” morning show had a segment which was more family-oriented and aligned with Pru Life UK’s target market.
- People Asia, a lifestyle magazine, had a two-page spread which targeted the mass affluent hobbyists.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 174 words used.
Through its activities, Pru Life UK was able to achieve the following results.
The festival attracted 5,590 participants, up from 3,000 participants in 2019—an 86% increase. This is the largest number of participants in a cycling event in the Philippines to date.
- The digital campaign garnered 99M impressions, 8.7M reach and 2.9M engagements.
- KOL social media posts garnered a total of 159K engagement.
- Total media coverage amounted to $1.4 million in PR values, and includes stories from top-tier publications such as GMA, One Sports, Philippine Daily Inquirer, Manila Bulletin, Rappler, and ABS-CBN News Online.
- Social listening also showed that there 1.9K event mentions and 31.7K event-related post engagements.
- Consumer awareness:
- The company's shift to being a more inclusive event format drew a larger crowd of cyclists and families, fostering increased online discussions about cycling's health and eco-friendly benefits, as well as its potential as a family-oriented sport. This includes National Cycling Champion Ariana Dormitorio’s social media post on her fun 100km Gran Fondo experience.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 4 words used.
See attached supporting documents
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