Social Mixer 2024 Singapore
marketing interactive Content360 Singapore 2024 Content360 Singapore 2024
marketing interactive

Direct mail case study: CPF hatches a new plan

share on

The CPF Board (CPFB) introduced its new members programme to connect with new CPF members who have just started working.The objective was to establish a relationship with them at an early stage and to foster an appreciation of how CPF schemes will help them at key stages of their lives as well as the value and importance of saving early for retirement.This gave birth to the charming CPF direct mailer featuring an egg, entitled “Your journey starts here”. The mnemonic device of an egg was adopted as it represents a retirement nest egg – something that everyone is able to relate to.The egg is also a symbol of hope and new life that needs to be nurtured in order for it to grow. The imagery did not end there. The different spreads of the DM explained the composition of CPF accounts and the various schemes with the help of other egg-related visuals such as a nest, a birdhouse and an egg timer.The nest egg theme was also applied consistently across other platforms such as EDMs, the CPF starter mobile app, and letters as part of an ongoing engagement roadmap with new CPF members.ObjectiveTo connect with new CPF members who have just started working and to foster an appreciation forhow CPF schemes help them at key stages of their lives.Target audienceMainly young working adults who have just joined the workforce in full-time employment.ResultsIt has and continues to enthuse recipients to know more about the CPF system by simplifying CPFschemes in an endearing and easy to understand manner, aided by charming visuals and graphics.The writer is Ng Khee Jin, founder/creative director, Wild Advertising & Marketing. The Direct Mail Case Study is brought to you by Marketing Magazine in association with DMrocket.

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.
Follow

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window