Following the global financial crisis, financial literacy and how to gain it became a significant concern for families and governments across Asia. Previously developed programs to answer this need have been either transparently self-serving or so dry that they lacked real entertainment value.Based on our research findings, we sought to drive family engagement and interest in our program by applying edutainment best practice, which combines music, animation and visual humour to draw and sustain the attention of children with a carefully managed branded-entertainment experience (minimal branding for children; stronger branding elements for parents).The unique creative-development relationship with Cartoon Network ensured that the elements (on-air and online) were presented seamlessly as part of the Cartoon Network programming and website. This approach applied not only to the music videos that aired on Cartoon Network but also to a platform video game (based on the gameplay of Super Mario Bros.), which was infused with money smarts. In addition, the Entrepreneur music video was expanded into a virtual business game (Lemonade Stand).

Cha-ching has effectively reached Asian families with positive feedback from educators, NGOs and (soon to announced endorsements) from governments.

On-Air: A series of 10, 3-minute animated “music videos” were created and aired during station breaks after school on weekdays and on weekend mornings during Cartoon Network's highest rated programs (e.g. Ben 10). The concepts are communicated in story format, told and sung to kids through the Cha-Ching band.

Digital: A robust website (www.cha-ching.com) extended and enhanced the experience online. The site features games and applications that engage children in real-life money-management scenarios and reinforce the music video key messages. School Contact Program: Cha-Ching has gone to school in partnership with educators and education focused NGOS.

Mapping to Objectives:1) Develop an engaging and effective financial education program for children and their parents: - 4.5 million households reached via Cartoon Network; - 22 million website pageviews - first 5 months; - 15 minutes average website visit duration; - 900+ children and 50+ educators reached in 5 school events. 30 more planned for 2012.2) Reinforce the importance of financial education to our target audiences: - Generated coverage across consumer, business, and trade media; - Audience reached thru February: 1,179,029,354+ (includes China due to Hong Kong media); - Number of News Clippings: 152+; - Ignited financial literacy conversations online (i.e., parenting blogs, Facebook, Sina Weibo, etc.): 20,000+ FB fans, 20+ Blog posts; - (Endorsement announcement pending) Department of Education - Republic of Philippines.3) Position Prudential as focused on families and committed to improving financial literacy in Asia: - Positive program feedback including interest from educators, parents, NGOs, government officials and even competitors; - (Embargoed Award Notification) Excellence in Financial Literacy Education Award for Children’s Education Program of the Year (April 18, 2012); - Demonstrated leadership in Financial Literacy in Asia by sponsoring and speaking at the CITI-FT Asia Financial Education Summit.