POSB has launched a nationwide online and social campaign, "POSB Go Cash Free", to urge customers to use more non-cash payment modes and encourage them to reduce the frequency of ATM withdrawals.
The campaign was conceptualised and built by Water's Edge and Performics, and is running on various channels including out-of-home (OOH) media, TV, press advertisement, radio, location SMS and electronic direct mailers.
The campaign, which runs until the end of this month, aims to educate consumers on the effortlessness of going cash free through a series of six edutainment videos featuring local Mediacorp artistes Zoe Tay and Bryan Wong. The series also demonstrates various contactless payment methods, including PayLah!, digibank and DBS FasTrack.
Wong plays an SME businessman used to making payments via cash and his journey of discovery to go cashless in everyday situations. Tay plays a variety of roles across different age groups and occupations, ranging from student and working class professional, to yoga teacher and mother. In the first episode, Wong's character claims to be fast in everything he does but is outsmarted by a snappy granny (Tay) when it comes to payment.
A monthly lucky draw was also introduced to reward 1,400 customers who are able to go cash free and maintain their cash withdrawal frequency to two times or less per month. They will stand a chance to win a SG$500 grocery shopping spree at Sheng Siong.
According to POSB, the first four videos garnered an average of 2,179 million views on Mediacorp's free-to-air channels. The videos also racked up 2,456 million completed views online and on social media, and had 3,000 shares.