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CPF SOCIAL

Brief:
Singaporeans are no strangers to the ever so elusive Central Provident Fund (CPF), but more often than not, for the wrong reasons. “Give me back my money” and “What’s so good about CPF, I save myself also can” are very common phrases we hear from CPF members. There is essentially a general sense of doubt in the system and governance of our pension funds. The objective is to adopt social media marketing to educate the general public about the importance of saving for the future, help them understand the ins and outs of how the system works, and on the whole, aid them in being more financially literate.

Solution:
Given that the target audience is relatively wide, a set of content strategies that spread across different platforms to reach out to these different audiences were developed. The content strategy involves an extensive and meticulously curated set of content series that help communicate the big idea of “The Future is Closer Than You Think”; from straight-forward educational pieces, to gamified content that engage the audiences. Bite-sized content, that can be consumed on the go, help break down the often lengthy and dry information, for it to be more digestable. While more serious audiences can go in-depth and understand more intricate details by watching explainer videos and reading up the write-ups that go along with these pieces of content.


2018 - 2021
Creative Direction: Joan Lim
Art Direction & Execution: Dominic Tung, Dawn Tay, Vannie Ho, Madeline Ngai, Lim Zi Jun
Copywriting: Nafisah Alias, Daryl Lee, Rachelle Toh, Venessa Thor, Claire Toh, Clara Chee
Account Management: Lee Kai Xin, Glenn Ho
Account Services: Shauna Gan, Charmaine Lim, Melodie Law, Vanessa Chin, Jensen Chan