You will know the value of true friendship when you are feeling down and need someone to talk to. With this insight in mind, our execution was focused on three simple steps;Step 1) A person calls his/her friend.Step 2) The call is either rejected or not picked up by the friend (for whatever reason).Step 3) The person whose call is rejected receives an SMS that reads: "When no one wants to listen to you, talk to us. PRUDENTIAL. Always listening."

This direct medium guarantees not only to ‘reach’ our target audiences, but also ‘read’ at the ‘right’ moment that no other media can provide.

In the first week, the server automatically sent 120,000 messages. 36,000 people called back. 12,962 people bought insurance programs from Prudential.