FINANCIAL ANXIETY IS REAL
With inflation hitting levels not seen in over 14 years, Singaporeans are caught between the crossfire of juggling rising costs of living and saving for their future.
Only 1 in 5 felt confident about their current and future financial situation due to inflation.
57% had negative emotions when thinking about their future, ranging from fear to anxiety.
Through deep dive interviews, we got into the root cause of their anxieties -
Negative Future Bias.
Our target audience suffered a sense of hopelessness and regret when thinking about their future, aggravated by depression and burnout from cost-of-living stressors.
Introducing
How do we help people visualise a future they’ve given up on planning for? By helping them see it. Literally.
To take everyone in a self-affirming mental journey into their futures, we created therapeutic “financial therapy” projections by harnessing generative AI.
Turning Singaporeans’ meaningful aspirations for their loved ones and lifestyle ambitions into future possibilities.
Hundreds of these visual therapy prompts were used as visual stimulations across a fully integrated journey to drive Singaporeans towards taking CPF-friendly actions and building up their financial know-how.
DATA-LED, AI-ENABLED CREATIVITY
Data-points of actual life goals and priorities from primary & secondary research, social listening and closed-door interviews were used to hone visual therapy prompts that allowed Singaporeans to imagine their best future.
Then we fed those hopes and dreams into Generative A.I. platforms like Midjourney and DALL-E to bring to life their most important goals across various life milestones.
Ambitious go-getter Grace Ann, 31, hopes to seize each and every day to achieve all her life’s goals.
New homeowners Nur Hummairah, 29, and Razin, 33, dream of starting a family.
Mum and daughter Sartina, 42, and Batrisyia, 23, want a safety net to prepare for unexpected medical expenses.
Passionate hobbyists and proud grandparents Micheal, 69, and Lili, 66, hope to achieve their passions in retirement.
Creative prompts were fine-tuned with insights from primary and secondary research data to identify actual Singaporean financial priorities, lifestyle passions, retirement goals, neurographic design elements and uniquely Southeast Asian art styles.
Outputs were funnelled through multiple text-to-image (e.g., DALL-E, Midjourney, Stable Diffusion) and text-to-video algorithms (e.g. Think Diffusion, EbSynth) by prompt engineers and then further edited by graphics designers & motion artists to arrive at a collective visualisation of the future that sparked imagination and self-awareness.
The campaign kicked off with an introspective anthem film (Free-to-air, Digital/Social) that dove into their personal stories and kickstarted a nation-wide conversation on overcoming financial anxiety. Their actual aspirations & feelings told to us in interviews, brought to life on screen through data-informed therapy prompts.
With self-affirmative Key Visuals (Press, OOH, Digital/Social, POS), we shared their hopes and dreams of the future with the nation.
Each key visual featured bite-sized financial advice with visual therapy prompts of common Singaporean life goals.
Key messages were anchored on establishing core financial habits that would help them navigate current stressors.
Financial Literacy Content Videos and Editorials (Press, Digital/Social) with financial expert partners from MoneySense, Singapore’s national financial education programme and trainers from the Institute of Financial Literacy guided Singaporeans through Financial Mindfulness techniques to more consciously manage their emotions and improve their finances.
Precision Marketing (Native, Social, Programmatic Display/Video)
Data-driven performance marketing journeys were designed to nurture audiences through onsite interactions and towards conversions to grow their knowledge of CPF and grow savings.
More than 300 assets with A/B visual and copy variations were used to nudge segments down the funnel, towards educational content, bite-sized tips and helpful utilities such as a CPF planner and a Financial Health Clinic.
All visual therapy prompts were again informed by the goal and financial priority data points, as well as past visual scenario learnings.
Financial Planning Portal (.com) with articles and videos personalised to each archetype to prompt financial planning and build up literacy. The UI was refreshed with similar financial therapy prompts to stimulate action.
CPF Planner (.com), a savings planning tool that prompts people to grow savings with personalised advice, based on goal projections on one’s actual CPF savings.
Financial Health Clinic (.com) provided 1-to-1 unbiased free financial advice with trainers from the Institute of Financial Literacy.
Ready for Life Festival (on-ground) brought in speakers such as local academics, thought-leaders, advocates, and financial experts to prompt a more mindful life through talks and experiences.
The Case Video
Impact
