Earlier today I walked out of Piccadilly Circus tube station and was feeling a bit parched. Low and behold PruHealth were there to quench my thirst with a bottle of water and signs saying. “Help yourself” …clever, now this is a campaign that will connect with Generation X!
Here are some reasons why:
- Gen Xer’s want immediate gratification… the water gave me immediate gratification connecting me with the PruHealth brand and quenched my thirst.
- Gen X love stories or lines with multiple meanings. They have grown up in a complex rapidly evolving world and have learned to view things from different angles. The strap line “Help yourself” had several meanings.
- Help yourself to a bottle of water… no questions asked no reasons given …cool!
- On reading the marketing splurb on the bottle, “Help yourself” was also referring living a healthy lifestyle and benefiting from PruHealth’s lower premiums…
- They even have a fab interactive web based tool called a pruhealth-o-meter …cool name, it’s a bit quirky and fun, try it out! click here
- Pru also handed out a miniture Frisbee with the bottle of water… I’m not sure what that was all about as I don’t think that catching a Frisbee is a very active sport…but maybe my dog will like it ?
- One quick recommendation, don’t use the get a quote button until the customer has finished playing with the pruhealth-o-meter. Gen Xers like to be entertained but don’t hit them with the sales prompt too early. They get that you are selling to them but let them have their entertainment first.
- It’s also a pity that the pruhealth-o-meter doesn’t work on my iPhone… an alternative html version would get around this, not as flash but would give Gen X connectivity all the time.

Overall a really good campaign, it’s simple, engaging hits a number of Gen X driving values and leaves the choice up to the consumer to decide if they want to help themselves.

Nice one Pru!