The Challenge
Help Singaporeans get over the inertia of planning for the future with CPF
For many Singaporeans, the future is filled with uncertainty thanks to rising commodity prices and inflation. This has led to a loss in financial confidence, resulting in many either putting off their retirement plans as they see it as a huge commitment. The complexity of CPF schemes further makes it daunting to even get started.
Fortunately, CPF is dedicated to supporting Singaporeans to reach their retirement goals by providing certainty amidst uncertainty. But how can we inspire confidence and show them that they have the ability to take charge of their future?
Solution
Nudge Singaporeans towards larger goals by celebrating one small win at a time
By breaking down large goals into smaller, more achievable steps and celebrating these moments, our campaign’s big idea, “Are you ready to be a Small Wins CEO?”, aims to excite and engage Singaporeans to take charge of their lives, just like a CEO would.
Our Hero Video puts this principle into action by featuring various influencers who share their big goals. These influencers demonstrate how they broke down these goals into smaller, more actionable steps on the spot, showcasing that taking the first step isn’t that hard. To spice things up, we hung a larger-than-life pinata from the ceiling to symbolise their next big life goals. When it broke, gachapon balls filled with small wins fell out, representing the steps they could take towards achieving their goals.
The decision to segment the campaign into First-jobbers and the Sandwich Generation was a deliberate one - as individuals in these life phases have varying goals and motivations, thus, seeking different advice.
Become your own Small Wins CEO
To make the idea more tangible for the masses on social media, we encouraged Singaporeans to become their own Small Wins CEO by providing tips and challenges on how they can take control of their finances. Ultimately, we help Singaporeans overcome the inertia of planning for the future with CPF.
Result
Gold Winner: Marketing Excellence Awards 2024
Excellence in Public Sector / Non-Profit Marketing
4 million
Total People Reached
100+ thousand
Total Interactions
2.3 million
Total Video Views