MoneySense's new microdrama turns back the clock on bad money habits

MoneySense is taking Singaporeans on a journey through time with the launch of "The clock with weird numbers", a 10-episode microdrama aimed at making financial planning more relatable to younger audiences.

Produced in collaboration with its social media agency, The Smart Local, the series stars local personalities Shawn Thia and Annette Lee, blending drama, humour and mystery with practical financial lessons on building emergency funds, securing insurance coverage and investing consistently. The series premiered on MoneySense and The Smart Local's social media platforms on 6 November. 

At the centre of the story is Ryan, a 24-year-old played by Thia, who has a habit of putting off important decisions, particularly when it comes to money. Following his grandfather's funeral, Ryan inherits an unusual antique clock that unexpectedly transports him into the future.

Don't miss: MoneySense strengthens digital playbook with new social media partner

He wakes up at 30, married to a woman he has never met, and facing a series of financial challenges, including an expensive aircon repair, a mounting credit card bill and limited savings.

As the clock takes him through different stages of his life, Ryan is forced to confront the financial decisions he has spent years avoiding, from preparing for unexpected expenses to protecting his health and planning for the future.

According to The Smart Local, the campaign was developed with younger Singaporeans' content consumption habits in mind, using short-form storytelling to make financial education more accessible and engaging.

Rather than presenting financial advice through conventional educational content, the microdrama weaves practical lessons into Ryan's experiences across three stages of life.

These include setting aside three to six months of expenses for emergencies, securing adequate insurance protection for critical illness, death and total and permanent disability, as well as starting investments early and diversifying risk.

The campaign is designed to resonate with Singaporeans at different life stages, from young adults entering the workforce to those managing family expenses or settling into more established careers.

Joining Thia is Lee, who plays Aura, a viral TikTok personality whose seemingly casual remarks carry greater significance as the story unfolds. The cast also includes Adria Tham as Ryan's wife Fiona and Farah Lola in a supporting role, alongside other talents from The Smart Local.

Beyond entertainment, the series aims to direct viewers towards "Your Financial Basics" (YFB), a financial education resource developed by the Monetary Authority of Singapore (MAS) in partnership with the CPF Board, Association of Banks in Singapore, Association of Financial Advisers (Singapore) and Life Insurance Association. The resource provides Singaporeans with financial rules of thumb across four key areas: emergency funds, insurance, investments and legacy planning.

Speaking about the campaign's creative approach, Sharene Lau, head of agency at The Smart Local, said the series was designed to reach younger audiences through the content formats they already consume.

"Young Singaporeans aren't sitting down to read financial guides. They're scrolling through short, bingeable stories on their phones," said Lau.

"With 'The clock with weird numbers', we wanted to meet them there, with a story gripping enough to keep watching and lessons simple enough to act on the same day," she added.

The launch comes as more brands and media companies in Singapore turn to microdramas to engage audiences through short-form, episodic storytelling. Mediacorp recently ventured into scripted entertainment with its first "shoppertainment" microdrama, "LOVE Angels". The 20-episode series integrates products into its storyline, allowing viewers to move from watching to purchasing.

Meanwhile, Singtel and SPH Media have tapped local folklore and AI-powered effects for "CONNECTED", a 24-episode horror-comedy microdrama developed by SPH Content Lab and sponsored by Singtel. Marking SPH Media's first microdrama intellectual property, the series began rolling out on 10 October 2026, blending supernatural storytelling with distinctly Singaporean humour.

Related articles: 
Microdrama, major dilemma: How far should brands go to tell a good story?   
Mastercard enters its microdrama era   
IMDA, TikTok team up to build Singapore’s microdrama pipeline