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Marketer: Network for Electronic Transfers Singapore (NETS).

Agency: Mediaedge:cia, Singapore.

Banks combine reality TV and shopping to make payment systems fascinating to Singaporeans.

[Singapore] Three banking groups have tapped into Singaporeans' love of reality TV and shopping to promote NETS, an electronic payment system, by producing a 30-minute game show set in local shopping malls.

Developed by WPP Group's Mediaedge:cia and MediaCorp, Singapore's state-owned media conglomerate, the show is called "All in NETS" in English and "More than Meets the Eye" in Chinese. It made its debut May 27, and will air in prime time for six weeks on Chinese-language TV.

Two hosts each lead a three-person team-including a local celebrity and a member of the public-in a board-style game that takes place in a different mall each week. The teams highlight the benefits of NETS, such as payment services and a new rewards program, by getting each team to perform various tasks to earn points.

NETS, which stands for Network for Electronic Transfers Singapore, already has more than 11 million users, but the member banks hope a creative media initiative will give it a facelift as a trendy yet convenient way to manage finances.

The game show "is part of our continuous effort to educate consumers on the benefits of going cashless," said Poh Mui Hoon, CEO of NETS. "The creative media solution perfectly showcases the many facets and applications of NETS's payment services."

The program expands on a "NETS It!" campaign that launched last December, and popular radio roadshows with MediaCorp Radio. The TV program also serves as an on-the-ground event at peak shopping times in six high-traffic malls.

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