Objective

Boost engagement and awareness of NTUC Income’s loyalty programme, Income Treats, during the Chinese New Year season while strengthening policyholder loyalty through interactive and rewarding experiences.

Insight

Chinese New Year traditions create an opportunity for festive engagement, and gamification offers a powerful way to capture attention, encourage participation, and highlight the value of Income Treats rewards.

Campaign Strategy and Solution

This campaign highlights our agency’s ability to combine creative ideation, gameplay strategy, technical development, and communication expertise to deliver impactful results. Inspired by Chinese New Year traditions, the campaign introduced a bespoke gamification experience centered around a festive-themed game concept that captured the spirit of the season. Seamlessly integrated with the Income Treats reward system, the interactive gameplay mechanics engaged users meaningfully and encouraged participation.

The technical development ensured a smooth, user-friendly experience, enhancing satisfaction and usability. A multi-channel digital marketing strategy amplified the campaign’s reach, featuring engaging social media content that drove traffic, personalized email campaigns to motivate policyholders, and optimized landing pages to streamline access and improve visibility.

This integrated approach successfully boosted engagement and strengthened awareness of Income Treats during the festive season. By blending creativity, technical precision, and strategic communication, the agency demonstrated its expertise in crafting campaigns that captivate audiences and deliver measurable results.

Outcome

The gamified campaign successfully blended festive fun with digital engagement strategies, significantly boosting awareness of Income Treats. It strengthened policyholder loyalty by delivering an interactive, rewarding experience while showcasing the programme’s value during a culturally significant season.