"Every Purpose Needs A Plan" is an integrated creative campaign for Central Provident Fund SG that showcased real-life purposeful retirees who’ve defied stereotypes.
Life's truly worth living when you have found your purpose. Whether it is to pursue your passion or to take care of your loved ones, having a clear financial plan ensures peace of mind to bring them to life.
At the heart of the campaign was the Purpose Planner, an interactive online future self-discovery tool that helped nudge them to start saving for retirement. Within this planner, we created a Wellness Quiz, Financial Profiler, Personalised Dashboard and CPF LIFE Calculator to help provide well-rounded support for users who want to learn more about how CPF can help.
Life's truly worth living when you have found your purpose. Whether it is to pursue your passion or to take care of your loved ones, having a clear financial plan ensures peace of mind to bring them to life.
At the heart of the campaign was the Purpose Planner, an interactive online future self-discovery tool that helped nudge them to start saving for retirement. Within this planner, we created a Wellness Quiz, Financial Profiler, Personalised Dashboard and CPF LIFE Calculator to help provide well-rounded support for users who want to learn more about how CPF can help.
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.