CPF Social Pitch
Our strategy for the pitch was to position CPF as your friendly, go-to kaki that inspires and guides you to excel in managing your finances.
Mo the Money Tree, our new friendly mascot, well-versed in all things finance.
The Pretirement Pets, who educate and humanise CPF, making it more understandable to Singaporeans.
Speaking with the voice of true friends, we release brutally honest memes, encouraging people to get more involved with CPF.
Posts to target the older generation, sent by CPF’s whatsapp channel. This will definitely catch their eye.