Convincing young adults it’s never too early to plan their future
Adulting — a word that could send chills down a Millennial’s spine.
Upon entering the workforce, most young Singaporeans are thrust into adulthood after years of a relatively carefree life. Instead of facing their challenges head-on, the instinctive response is to avoid their new responsibilities and embrace living in the moment instead.
How could we get a group of people who increasingly dream of early retirement, to realise that their youth is their most valuable asset in retirement planning?
#ICanAdult: Conquering adulthood one baby step at a time
Capturing the attention of millennials who didn’t want to grow up, we launched #ICanAdult — a campaign that featured childhood toys from the 80s and 90s to illustrate grown-up concepts of budgeting and future planning.
Taking a visual-led approach, we deployed four short videos that mirrored real-life financial challenges young adults face.
By emotionally connecting with our audience through nostalgia and relatable narratives, we found a way in to provide practical financial tips and CPF-related content on how they could ace this thing called “adulting”.