This is a campaign done for my FYP. Through integrating marketing, advertising and design, the brief is to create a new idea within Singapore by applying marketing strategies, media planning, advertising strategy and translate them into visual assembly through graphic and visual communication. In view of growing demand from health enthusiasts, we identified another motivation for people to keep moving – that is, to pay them. This is a savings account that qualifies for more interest when steps are clocked. The more you move, the more money you get. Under the similar fitness account scheme, there will be the Benefit credit card with higher rebates for spending at health and fitness merchants. By quantifying the outputs from walks or runs, it is easier for people to track their progress and to see the value that benefits their account as well. This program can be adopted by a bank that truly believes in the vision and have the ability to bring the vision into reality - to be the leading bank account with wealthier and healthier banking customers.

1. 3 out of 5
Singapore workers
GAINED WEIGHT
since starting work

2. Singaporeans
DO NOT EXERCISE ENOUGH
to meet minimum guidelines
for good health
40%

3. $$$

4. HEALTH

5. Healthy
Lifestyle
Recent Years

7. 53,000 runners
Standard Chartered Run 2014
109
Running Event 2015

8. Apps for fitness buffs

10. Fitness Tracker
19,000 Units
Sold In 6 Months

11. Works with businesses all over the world to improve
the health and performance of their employees.
Getting The World Move

12. Your movement are wasted energy.
How can you be more motivated to stay active?
How can you even more?

13. Singapore’s First Fitness Account

14. Your Active Way To Bank
HOW IT WORKS?
$
BENEFIT Activity App
Fitness Tracker
Move
(Avg 10,000 Steps a day)
Qualify for
additional interest
(And Accumulate credits for steps
in excess of 10,000 steps a day)

15. Your Active Way To Bank
USP
Singapore’s First Fitness Centric Banking Account that
focus on building your wealth and helps motivate you in
maintaining your health.
An active way to do banking.

16. Your Active Way To Bank
Save More Money
Motivated to keep fit
Enjoy greater privileges on health and fitness perks
BENEFITS

17. Your Active Way To Bank
Strength
Opportunity
Weakness
Threats
- New in the market
- Health and Fitness centric account package
- High base interest than competitors
- Easy to join without much transactional commitment
- Targets active people
- keeps customer motivated to move more to earn more.
- more personal experience
- Engaging and interactive bank account
- Revenue dependent heavily on customers’spending and their
willingness to put savings in
- People who don’t exercise might not be interested
- Higher minimum balance
- Growing fitness trend (gyms, bootcamps, run events)
- Build strong community
- To include handicap who exercises when possible
- Recognition as the key fitness influencer in the bank industry
- Win over higher deposits due to the higher interest give out rate.
- Competitive rival offering better perks
SWOT

18. Your Active Way To Bank
LOW
HIGH
Initial
Sum
Interest given
for spending
at least $500
Interest given
for spending
>$2000
Base
Interest
Salary
Credit &
Pay 3 Bills
Insure &
Invest
Health &
Fitness
Centric
Acount
Perks for
Health &
Fitness
Merchandise
& Events
Clock foot
steps for
Interest
Extra Steps
can be used
to redeem
insurance
and credit
card perks/
points
Weekly
Challenge &
Monthly
steps contest
$10K $30K $50K
UOB One
OCBC 360
BENEFIT
%%
%%
%
% % %
>$50K
%
1%
For min
3 mths
For min
3 mths
below
26 yrs old
High base
interest with any
incremental
account balance
BLUE OCEAN STRATEGY CANVAS
Frank

19. Your Active Way To Bank
PRODUCT BREAKDOWN
Benefit Saves More For You When You Maintain An Active Lifestyle.
4 += High Base
Interest Rate
Accumulated
Interest Rate
Get Motivated With
BENEFIT’s Activity
+ Savings > $10,000
%
p.a. 2%
p.a. 1%
p.a. 1%
p.a.
SAVINGS ACCOUNT
DEBIT CARD
NEON
Card Designs
To Choose From
Card Privileges
Special deals and offers from
Major Sports Merchandise,
Health Products & Health Food
Contactless Payment
Secure MasterCard PayPass reader
to pay for purchases under $100 and
below. Tap and go Nets FlashPay
ATM

20. Your Active Way To Bank
PRODUCT BREAKDOWN
CREDIT CARD
INSURANCE
Personal Accident Insurance
Get 2% Cash Rebate + BENEFIT Credit Points for redemption
0.5%
CASH REBATE
4%
CASH REBATE
MORE REWARDS WITH
BENEFIT ACTIVITY
• Any Purchase • No Minimum
• Unlimited
At our extensive list of fitness
and wellness partners when
you spend more than a total
of $500, the combine amount
of your BENEFIT cards.
More Rewards with BENEFIT Activity
Your extra steps for each month will be converted
into points as credits. Enjoy the monthly featured
rewards and redeem them for free with your credits.

21. Your Active Way To Bank
Demographics
Occupation: PMETS
Age: Between the ages of 25 and 45
Income: Around 50K annually (mid to upper-mid class)
Psychographics
Active
Health conscious
Technology savvy
TARGET AUDIENCE

22. Your Active Way To Bank
Message
Your Active Way To Bank

23. Your Active Way To Bank
DESIGN CONSIDERATIONS
Triangle
Strong Foundation, Stability and Energetic
Neon Colours
Positive Mood Booster, Grabs Attention, Bright,
Energetic, Young, Trendy
Ripple Pattern
Inspired by sin wave and energy

24. Your Active Way To Bank
STRATEGY
Main Business Model is Banking
People cares about the Facts & Figures when comes to banking
Emphasize Brand Name BENEFIT
Avoid Misinterpretation for Sport brands /Gym
Art Direction visual should be balance and stable when comes
to money and fitness.
Avoid athletic visuals. Make it look possible for normal people
Use colours to grab attention
Introduce both health and wealth. What and How?

25. Clean layout composition
Put message across using clients point of
view
Deliver what and how through copywriting
with the help of brand name BENEFIT.
Informative
Your Active Way To Bank

28. Your Active Way To Bank
BEFORE LAUNCH

29. WEBSITE

30. Your Active Way To Bank
Social Media

31. Your Active Way To Bank BENEFIT ACTIVITY APP

32. Your Active Way To Bank
PRODUCT OVERVIEW
HOW?
To publicise and raise awareness for the campaign, we will be running print ads in newspapers
and magazines, digital ads on online magazines and newspapers and outdoor/ambient ads
such as bus stops and trains.
WHY?
These are the channels where Singaporeans come into contact with the most on a daily basis.
There are also targeted advertising at active individuals. i.e Shape & Men’s Health
WHERE?
The outdoor/ambient ads will be placed in Raffles Place, Cityhall, Jurong East, Harbourfront and
Dhoby Ghaut where human traffic flow is high. (Interchange). Similar ads will be placed in
heartland areas at later part of the year to coincide with roadshows at those areas (see
timeline). Ads on the trains will be placed on the in-train windows/panels and platform screen
doors.
WHEN?
Campaign will span over 2 years, with much focus on information sharing, introducing and
building awareness in the first year followed by a big charity run event in the second year.

33. Your Active Way To Bank ONLINE BANNER

34. Your Active Way To Bank ONLINE BANNER

35. Your Active Way To Bank EDM

36. Your Active Way To Bank Newspaper

37. Your Active Way To Bank MAGAZINES

38. Your Active Way To Bank BUS-STOP

39. Your Active Way To Bank MRT Escalator Ambient

40. Your Active Way To Bank MRT Platform Screen Doors

41. Your Active Way To Bank MRT Platform Screen Doors

42. Your Active Way To Bank MRT Platform Screen Doors

43. Your Active Way To Bank MRT In-Train Panel & Window Stickers

44. Your Active Way To Bank MRT Escalator Crown & Wall

45. Your Active Way To Bank MRT Escalator Crown & Wall

46. Your Active Way To Bank Shopping Centre & Bank

47. Your Active Way To Bank PR ROADSHOW
• Tap on Digital Influencers and Fitness Bloggers to help spread the
word and raise awareness about BENEFIT
• Fitness Bloggers / Ambassadors :
Fay Hokulani, Cheryl Tay, Georgina Poh, Angeline Tan, Shawn Lim
• MC: Allan Wu
• Media outlets: Men’s Health, Shape, Straits Times Mind Your Body

48. Your Active Way To Bank PR ROADSHOW
• Public will be encouraged to download the BENEFIT Activity
APP to participate in the Lucky Draw Dip during the event.
• BENEFIT Steps Challenge with Cash Prizes to be won will be
conducted on the spot.
• Meet Fitness Bloggers and team up with them to join the weekly
team step challenge for the week. Results is live on BENEFIT
Activity APP and winners will be rewarded with Cash Prizes.
• Those who sign up on the spot will get a Fitbit/ Jawbone fitness
tracker for free. For those who prefer to sign up later at a branch
or via online, they will get FREE pedometers or be given the
option to purchase Fitbit or Jawbone tracker at a 25% discount.
• BENEFIT freebies will be given out as consolation prize.

49. PR ROADSHOW

50. Your Active Way To Bank WELCOME KIT

51. Your Active Way To Bank BROCHURE

52. Your Active Way To Bank BROCHURE

53. Your Active Way To Bank BROCHURE

54. Corporate Identity

55. Your Active Way To Bank UNIFORM / FREEBIES

56. Your Active Way To Bank UNIFORM / FREEBIES

57. Your Active Way To Bank GUERILLA MARKETING

58. Your Active Way To Bank Collaboration & Sponsor
• Collaborate with gyms on bootcamps and
sponsor goodie bags, refreshments
• Sponsor running events i.e. Sundown Marathon
(targeted active audience) to bring awareness
to BENEFIT program

59. Your Active Way To Bank Timeline
Outreach:
2 Pop-Up Roadshow / month
(Heartland Malls)
Qty: 12
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Traditional:
Straits Times
Bus-Stops
MRT
(Raffles Place, City Hall,
Jurong East, Dobhy
Ghaut, HabourFront)
Magazines
Shopping Centre
Traditional:
Straits Times
Bus-Stops
MRT
(Outram Park, Tampines,
AMK, Paya Lebar)
Digital:
Leader Board Banner (Straits Times, Business Times, AsiaOne)
Website
Social Media (Facebook, Instagram, Twitter)
Online Articles of PR Events, Fitness Bloggers
Outreach:
PR Roadshow
(Raffles Place, JEM,
Kallang Wave, ECP)
Outreach:
Pop-Up Roadshow
(Raffles Place, JEM, Kallang Wave,
ECP, Raffles City, Plaza Sing, VivoCity)
Qty: 12
Collaboration and Sponsor:
Gym, Studios for Classes
Once a month, invitation basis.
Outreach:
PR Roadshow
(Tampines Mall)
Guerilla Marketing
(Parks)
Guerilla Marketing
(Supermarkets)
2016

60. Your Active Way To Bank Timeline
Outreach:
2 Pop-Up Roadshow / month
(Heartland Malls)
Qty: 12
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Traditional:
Straits Times
Bus-Stops
MRT
(Raffles Place, City Hall,
Jurong East, Dobhy
Ghaut, HabourFront)
Traditional:
Straits Times
Bus-Stops
MRT
(Raffles Place, City Hall,
Jurong East, Dobhy
Ghaut, HabourFront)
BENEFIT Charity Run
Magazines
Shopping Centre
Digital:
Leader Board Banner (Straits Times, Business Times, AsiaOne)
Website
Social Media (Facebook, Instagram, Twitter)
Online Articles of PR Events, Fitness Bloggers
Outreach:
Pop-Up Roadshow
(Raffles Place, JEM, Kallang Wave,
ECP, Raffles City, Plaza Sing, VivoCity)
Qty: 12
Start Promoting BENEFIT Charity Run Event
2017

61. Your Active Way To Bank
THANK YOU
Media
Ac)vity Year
2016 Year
2017
MRT 4,000,000.00 3,000,000.00
Bus-­‐Stop 600,000.00 600,000.00
PR
Events 500,000.00 NIL
Pop-­‐Up
Roadshow 250,000.00 250,000.00
Newspaper
825,000.00 550,000.00
Magazine 72,000.00 72,000.00
Shopping
Centre
Ads 500,000.00 500,000.00
Digital
AdverLsing 312,000.00 312,000.00
Social
media 60,000.00 60,000.00
PromoLon
GiQ 150,000.00 150,000.00
Guerilla
MarkeLng 160,000.00 NIL
CollaboraLon/Sponsor 70,000.00 500,000.00
Total 7,499,000.00 5,994,000.00
TOTAL FOR 2-YEAR CAMPAIGN = $13.5M
BUDGET

62. Your Active Way To Bank ROI
CBS Credit Cards Statistics 2013
622,000 New Credit Card sign-up
Target 10% = 62,000 credit card sign-up
50 Running Events in 2012
Participation 400,000
109 Running Events in 2015
Projected Participation 800,000
Target 10% (Assuming repeated participation)
= 80,000 savings account sign-up

63. Your Active Way To Bank ROI
The success of this advertisement campaign can be measured
by several methods.
(i) Meeting the targets as mentioned above
(ii) Level of engagement (likes, shares, comments) on individual posts
(iii) No. of likes vs. No. of likes on Frank (46K likes)
(iv) No. of BENEFIT Activity APP download
(v) No. of average steps clocked per individual on a monthly basis
(vi) No. of sign up – online, event