Challenge

Prudential launched PRUshareplus, an employee Share/Stocks purchase plan, across eight African markets. The plan allows employees to buy Prudential plc shares, with the incentive of receiving an additional share for every two purchased. The offering is divided into a Share Plan for six markets and a Cash Plan for Nigeria and Cameroon. Despite minimal initial interest, the Human Resources department proposed sharing visuals to create hype and increase employee engagement. Our agency developed the campaign theme "Become a Shareholder" to inspire employees and went beyond standard E-Shots. The artworks had a positive impact, resulting in increased interest and uptake of shares across all markets