PROJECT
Launch of POSB SimplyGo
BACKGROUND
SimplyGo is a new cashless commuting solution developed by Singapore’s Land Transport Authority in collaboration with all major banks.
SimplyGo is a new cashless commuting solution developed by Singapore’s Land Transport Authority in collaboration with all major banks.
We needed to help POSB stand out during the launch of this non-exclusive product, in order to win retention, lifetime value and brand loyalty over time.
SOLUTION
We created a hero video which featured a dramatic, over-the-top portrayal of daily commuting frustrations in Singapore. This established obvious, relatable reasons for Singaporean commuters to sign up for SimplyGo with POSB.
We created a hero video which featured a dramatic, over-the-top portrayal of daily commuting frustrations in Singapore. This established obvious, relatable reasons for Singaporean commuters to sign up for SimplyGo with POSB.
We also planned for this hero video to be edited into a range of best-practice formats and cut-downs - allowing our communication to work optimally across various social channels.
RESULTS:
• Helped drive close to 115,000 SimplyGo sign-ups in 3 months.
• Generated over 222,000 transactions, a 26% month-on-month growth in volume.
• Our hero video became the number 1 piece of social content by a bank in terms of engagement, earning over 500,000 Facebook reactions and counting.
• Helped drive close to 115,000 SimplyGo sign-ups in 3 months.
• Generated over 222,000 transactions, a 26% month-on-month growth in volume.
• Our hero video became the number 1 piece of social content by a bank in terms of engagement, earning over 500,000 Facebook reactions and counting.
Compared against the next best-performing piece of social content by a bank during the same period, it got:
• 60 times more overall engagement than ‘Star Wars Day’ by DBS
• 155 times more HAHA reactions than ‘Citizen Farm’ by DBS
• 7 times more shares than ‘Ship-breaking’ by Standard Chartered
• 60 times more overall engagement than ‘Star Wars Day’ by DBS
• 155 times more HAHA reactions than ‘Citizen Farm’ by DBS
• 7 times more shares than ‘Ship-breaking’ by Standard Chartered
