Singapore is consistently ranked among the world's most expensive cities, with the cost of housing, healthcare, and education being particularly high. This makes it difficult for many middle-class Singaporeans to set aside enough for retirement, as they are often forced to allocate a significant portion of their income towards basic living expenses. As a result, many are faced with the dilemma of putting off goals, dreams and passions in favour of surviving today.
How can CPF Board — responsible for national social security — help empower Singaporeans and give them the tools to start planning for their retirement before it’s too late?
To help Singaporeans envision how much more there is to life after retirement and give them a renewed sense of hope and purpose for their golden years, we launched “A Purposeful Life”, an integrated campaign that championed the formative, life-pivoting experiences to help inspire and shape people’s retirement aspirations.
Given how delicate cost of living concerns were with Singaporeans, it was necessary for the campaign to navigate sensitivities while still fuelling the proposition of having a purpose to plan for and using CPF as a platform and partner to plan for it.
The campaign kicked off with an introspective anthem film (Free-to-air, Digital/Social) to promote a positive outlook on retiring in Singapore as a life stage, by anchoring on people’s passion points and life milestones. The film featured Singaporeans at different stages in their lives, accomplishing meaningful goals: a fitness-focused marathon runner at 58, a busker singer at 68, new parents in their 20s building a home together, and a passionate volunteer who saves regularly.
Key Visuals (Press, OOH, Digital/Social, POS) featured our ambassadors from the anthem film, retirees who achieved the freedom to pursue their passions and reach important life milestones with CPF’s schemes and policies supporting them at every stage of the journey.
Video editorials & advertorials (Press, Digital/Social) deep dived on each of their stories and passions to prove to Singaporeans that retirement can be a life stage where you fulfil your goals, as long as you start planning for it early.
Online Experience The stories of our passionate ambassadors and retirees were shared on the cpf.gov.sg main website, headlined with quick and simple actionable tips to encourage people to manage their daily expenses — both big and small — and show how their financial choices and actions today affect their goals tomorrow.
Virtual Festival (Social) partners local academics, thought-leaders, advocates, and financial experts to endorse purposeful ageing and financial planning through talks
Precision Marketing (Native, Social, Programmatic Display/Video) 2 data-driven performance marketing journey tracks designed to nurture 1) topically unengaged and 2) semi-engaged segments through onsite interactions and towards conversions to encourage voluntary cash top-ups to their CPF savings via a variety of targeting and retargeting parameters.
With over 300 asset variations spanning all wellness dimensions, passions, life stage priorities and user behaviour -based messaging interactions, A/B call-to-action tests were deployed at each stage of both journeys. Representing trending interests and priorities as metaphors to discover goals, financially literate KOLs in similar life stage circumstances like starting work, being self employed or sandwiched breadwinners, drawing out key benefits of the Purpose Planner, offering alternative interactions like financial tools, or using factoids as testimonials/behavioural nudges to encourage more Singaporeans to make top-ups to their CPF savings.
The Case film
