Future Prompts
The Challenge
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, and 57% had negative emotions when thinking about their future, ranging from fear to anxiety.
How do could CPF help people visualise a future they’ve given up on planning for?
The Idea
By helping them see it. Literally.
Future Prompts harnessed generative AI and turned Singaporeans’ aspirations for their loved ones and their own personal 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.
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.
The Film
Key Visuals
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.
Precision Marketing
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.
Impact
$3B in top-ups (H1 2024)
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.
336% increase in successful cash top-ups
1737% surge in planner tool visits