CPF launches third annual Big 'R' Chat campaign featuring mobile game app

CPF Board has launched its third annual Big 'R' Chat integrated campaign, as part of its ongoing outreach initiative to create awareness and understanding of the CPF system's holistic role in retirement planning.

The campaign, which will run until 5 November 2017, aims to make it easier for members to become better informed about CPF benefits and enhancements so they can better plan for their future, as well as encourage them to "act now" for a better retirement with their CPF.

Formul8, Formul8's social media arm Type A, GroupM and production house Moving Bits are involved in the campaign. It will run on TV, print, radio, digital and out-of-home channels.

As part of the campaign, CPF launched a mobile game app titled "Ready, Get Set, Grow!" to help players learn about CPF benefits through simple gameplay. Players will go through four levels with the aim of collecting the highest points while avoiding obstacles such as lazy bugs, which slow them down. It is available on both the Apple app store and Google Play store.

[gallery link="file" columns="4" ids="189695,189696,189697,189698"]

The Board also unveiled a film titled "Your Love Can Go a Long Way", which tells the story of how a Singaporean shows his love for the ones who matter to him. The  video garnered 575,700 views on YouTube and over 310,000 views on Facebook at the time of writing.


CPF has also once again launched its CPF Retirement Planning Roadshow, which will run until November 2017 at various locations across Singapore, including Suntec City, Toa Payoh and Tampines. The roadshow aims to reach 80,000 CPF members, and will see staff across the Board coming forward as volunteers to encourage members to take action for a better retirement with their CPF. Hogarth & Ogilvy is managing the roadshow.

The event also features various interactive exhibits such as the Retirement Estimator, an augmented reality experience booth and a life-sized Jenga game. These will enable visitors to learn about the different ways in which CPF supports them in their retirement, as well as the simple steps to take to better prepare for their golden years.

“CPFB has intensified our outreach efforts over the past few years. We want to connect with our members at a personal level to help make retirement planning less daunting. The large number of CPFB staff volunteers at this year’s roadshows is a testament of our commitment to help members on their retirement planning journey, and the options they have to make it even better. We are also using digital platforms to make information on the CPF system more engaging and accessible to everyone," Ng Chee Peng, CEO of CPF Board, said.