Africa: A Continent Of Potential

Prudential PLC’s Investor Day Conference is a key event for institutional investors.

For 2021, with global COVID restrictions hampering their ability to safely undertake an in-person event, Prudential approached APV for a virtual video solution of the highest quality – that was also deliverable within just six weeks.

The challenge was to produce 13 films in 13 countries across Africa and Asia.

This is just one of those stories.

The film - Africa: A Continent of Potential was created to demonstrate to institutional investors that Africa is an important part of Prudential’s growth story and that the business has great and lasting ambition for the continent. Prudential want to become a leading pan-Africa insurer to make healthcare more accessible and affordable to the people of Africa and to help them attain greater financial security so they can get the most out of life.

COVID restrictions upped the ante, but at APV we love to take on the seemingly impossible.

Our team marshals a huge regional network of creatives, producers and crews on the ground.

We organise high-energy content workshops with the Prudential teams across the regions.

Story outlines are rapidly mapped out, tailored to the relevant focus for this market, its products and the target audience.

Teamwork is phenomenal throughout the development weeks. “Midnight was a good end to the day.”

Crews juggle shoot timings with COVID protocols.

Our team in Africa gets its all-clear test results just 10 minutes before boarding a plane.

Quality control takes on a new meaning.

Apart from meticulous creative guidelines to ensure that shoots follow the high standards and look-and- feel, we have COVID to contend with.

Global protocols, Prudential mandates and APV’s own specific rules are layered into operations.

The outcome for the 300-attendee live event was hugely successful.

Prudential noted, “The fact that our share price closed at £15.13, up over 10 pence on the day is because of the rich content and the high-quality production.”