Singapore – The payment solutions provider Network for Electronic Transfers (NETS) has collaborated with the creative firm DDB Group Singapore to promote a faster, simpler, and more convenient method of payment. The agency is using a fortune cat to educate debit cardholders in Singapore’s heartlands about a more convenient payment option at partner retailers around the country: using ATM or debit cards to pay with NETS.
A series of 15-second videos featuring NETS merchant categories—such as local restaurants, hair salons, and grocery stores—are the focal point of the social media-first campaign. The movies depict the exploits of NETS Tappy Cat, who uses an ATM or debit card to tap its way to faster and simpler fulfilment, emulating the famous wave of the fortune cat.
Selected partner merchants will receive over 10,000 NETS Tappy Cats and point-of-sale collateral as part of the campaign activation. The campaign will also feature digital advertisements and out-of-home digital placements starting on July 11.
According to a recent Global Data report, Singapore’s cards and payments market is expected to be valued US$107.3 billion by 2023, with cards emerging as the preferred electronic payment method. In recent years, contactless card payments have become increasingly popular.
Despite the rise in contactless payments made through NETS, some customers continue to use the conventional slot and pin method. Taking advantage of the growing acceptance of contactless card payments and the widespread presence of fortune cats, the campaign aims to establish and preserve connections with NETS.
Speaking about the campaign, Vinod Savio, chief creative officer at DDB Group Singapore, said, “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.”
Meanwhile, Pamela Tan, group chief marketing officer at NETS, commented, “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!”