Creative Execution

A website was designed and produced to house content for consumption and sharing with a variety of formats – video, images, photo-essays, articles. The content pieces touched on nostalgia and the contemporary, capturing various interests. Instead of enticing them to come to us, we went to them: Social Media: Content was pushed for the audience to engage with (like, comment, consume) and to be shared. These were interest targeted to assure audience relevance. Discovery Media (Yahoo Native Ads and Outbrain): These content were seeded as native content in other websites and were also pushed based on interest and relevance.

NeighboursFirst.SG gave POSB a new voice via sharing the neighbourhood stories. Through content and social, POSB retained its heritage and connect with Millennials while exceeding targets: • Paid Media: Outperformed industry benchmarks by 92% on Facebook, 25% on Youtube, 44% on Yahoo, and 70% on Outbrain. • Owned media: Website traffic exceeded target by 123% • Earned Media: Social Engagement increased by 123%. Facebook Engagement exceeded by 225%. Fans increased by 41.69% - exceeding target by 266% • PR generated SGD 460,000 of earned media and counting– 235% more than media budget. Mostly, NeighboursFrst.SG sparked a new sense of neighbourliness.

In 2013, POSB’s engagement scores amongst millennials were dropping. The bank’s decades of being “Neighbours First, Bankers Second” was no longer striking a chord to the youth. They associated the brand to the older generation. POSB had to change this. Research showed that millenials have a drive for meaningfulness. They actively built communities and fostered relationships. Neighbourliness wasn’t new to them. The big idea was derived from this insight. Instead of simply being young and hip, POSB had to stay true to their core proposition, being “Neighbours first”, and focused on authenticity and the neighbourhood. The objective was to refresh and strengthen ‘neighbourliness’ by the strategic use of content and digital media. Instead of traditional advertising, POSB used digital storytelling and sharing neighbourhood-inspired content to increase engagement and relevance. Further, POSB helped bring to life three neighbourhood stories via the Storytellers Grant.