DDB Group uses fortune cats to educate debit cardholders in Singapore via new campaign
Leading payment solutions provider Network for Electronic Transfers (NETS) has teamed up with creative agency DDB Group Singapore to promote a faster, simpler, and easier way to pay.
The campaign taps into the iconic and well-loved fortune cat to educate debit cardholders in Singapore’s heartlands on a more convenient payment option at partner merchants nationwide: tapping ATM or debit cards to pay with NETS.
According to a recent Global Data report, Singapore’s cards and payments market size was estimated to be worth US$107.3 billion in 2023, with cards emerging as the preferred electronic payment method. In recent years, contactless card payments have also gained widespread traction. While NETS has seen an increase in the latter payment option, some consumers still default to the traditional slot and pin method. The campaign is leveraging the soaring popularity of contactless card payments combined with the omnipresence of fortune cats to build and maintain links with NETS.
The social-first campaign is centred around a series of catchy 15-second videos set in popular NETS merchant categories, including neighbourhood eateries, hair salons, and grocery stores. Mimicking the fortune cat’s iconic wave, the videos follow the adventures of NETS Tappy Cat, tapping with an ATM or debit card to get what it wants faster and easier.
As part of the campaign activation, over 10,000 NETS Tappy Cats and point-of-sale collateral will be distributed to selected partner merchants. Starting 11 July, the campaign will also extend to digital ads and out-of-home digital placements.
Vinod Savio, Chief Creative Officer at DDB Group Singapore, explains, “The best ideas tap into cultural observations, transforming familiar stories and experiences into something new and captivating. When the team decided to transform fortune cats into NETS Tappy Cats, we knew we had struck on an idea that had the power to move people.”
Pamela Tan, Group Chief Marketing Officer at NETS, added, “With this campaign, DDB managed to leverage culture to create a connection with merchants and customers. The campaign offers a refreshing approach to get everyone to sit up and pay attention to how easy it is to pay contactless and securely with NETS. We’ll never look at fortune cats the same way again!”
Founded in 1985, NETS operates a wide variety of electronic payment solutions for both consumers and businesses in Singapore. By providing innovative and diverse digital payment solutions, NETS is committed to accelerating the adoption of digital payments among Singaporeans.
