CPF Board combines game show element with local talent in new web-series

The Central Provident Fund Board (CPFB) has concluded its web-series “Are you cleverer than a typical Singaporean?”.

Hosted exclusively on CPFB’s YouTube channel, the series amalgamated dry financial concepts and literacy principles as well as young local talents in a bid to engage younger CPF members from the ages of 18 to 29 years old.

According to the board, since its launch in July the board has doubled its subscriber community along with positive feedback on the educational content covered in the series.

“We believe that having a good grasp of financial literacy knowledge will help younger members gain a better understanding of how to make informed and prudent decisions through key life stages such as housing, healthcare and retirement,” a CPFB spokesperson said in a statement to Marketing.

The spokesperson added that this is part of the board’s long-term strategy to reach out to younger members by tailoring and delivering CPF and financial literacy-related content based on their media consumption habits.

“The game show format allows us to deliver educational messages in an entertaining manner and feature a wide mix of guests with diverse profiles and varying levels of financial literacy,” the spokesperson said.

CPFB worked with Wild Advertising & Marketing to produce the YouTube video series which ran for a total of six episodes from 7 July to 24 August 2016. The proposal included engaging influencers who have a strong interest in financial literacy and CPF-related topics. They can show how fun and easy it is to learn about financial concepts.

“We plan to feature more CPF-related content in subsequent videos to help our viewers better understand CPF schemes and provide tips to help them better plan for key life stages,” the spokesperson added.

The series featured local acting talents Aloysius Pang, Xu Bin, Joshua Tan, Maxi Lim and Charlie Goh from Ah Boys to Men, Lydia Izzati, Eswari Gunasagar and Eunice Annabel. It also featured YouTube content creators such as Night Owl Cinematics founder Sylvia Chan, Janice Chiang and Aaron Khoo from TreePotatoes and Jonathan Cheok from Cheok Board Studios.

The first episode alone featuring Chan and Tan has garnered a total of 185,900 views and 1,174 likes at the time of writing.

Check out the videos here:

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