Client: CPF Board
Singapore’s public pension system may have its citizens best interests at its heart, but it’s no secret that not everyone is a fan. Our task was to move the needle on perceptions about CPF Board, and educate Singaporeans on planning for their future with CPF.
I was the creative lead on the account, managing a team of creatives as we kept tabs on the latest trends, turning complex policies into effective, thumb-stopping content.
Based on a 2021 MCI survey, CPF’s social media channels have the highest recall amongst Government accounts
Marketing Excellence Awards Singapore 2020
- Excellence in Content Marketing (Gold)
- Excellence in Influencer Marketing (Gold)
- Excellence in Public Sector / Non-Profit Marketing (Silver)
#CPF101
#CPFGameStrong
Gamified Instagram Stories to get younger CPF members thinking about the future.
#YouGotThis
The series was started against a backdrop of economic uncertainty and frustration in 2020, where we saw the need to shift away from simply urging members to plan financially for their future, and instead affirm them that CPF continues to support and empower them to face what’s ahead. We created the friendly, endearing characters Auntie Penny and Uncle Dollah to help drive home the message.
