Monetary Authority of Singapore: E-Pay Okay!
Creating the anthem that encouraged a nation to go cashless
A little about the brand:
As the financial hub of Asia, the Monetary Authority of Singapore (MAS) was tasked with the government’s vision to promote the widespread use of e-payments amongst Singaporeans. However statistics continued to reveal that stubborn percentage of individuals across all age groups were still resisting this change.
MAS reached out to us to create a campaign that would make e-payments talkable and relatable. To do this, we felt the crux was to normalise the behaviour in a fun and lighthearted manner.
We created an anthem that showcased Singaporeans across different age groups and walks of life using e-payments to enable big and small moments in their day. Supporting campaign assets addressed specific concerns that we deduced through focus group data that helped us understand the barriers individuals faced in trying out e-payments.
Some challenges in getting this out:
Creating and original score that is catchy and would resonate across a whole country was eye-opening so we took inspiration from popular culture and current hits to inform the piece.
Why this mattered to me:
COVID highlighted some serious gaps in terms of technology adoption amongst the population. It was quickly apparent that older folks struggled with having to order food and groceries online. I like to think this campaign helped ease some level of anxiousness during the pandemic through both its levity and functional messaging.
Where this was seen:
Free-to-air, OOH, social, targeted ads.