Award: CAMPAIGN AWARDS \ C05. Best Use of Digital

Planning for retirement is one of the most important things we will ever do. But to millennials, retirement can seem so far away and the future is uncertain and unknown. But what if the future is not an imagination?

We decided to turn the concept of retirement planning on its head. We tapped into millennials’ sense of humour and spoke to them in a language they would understand. And we did that by introducing a relatable yet light-hearted character to connect and engage with millennials on social media.

Enter ‘Mrs Fortune’ – a dry, witty fortune teller who delivers the misfortunes of adulting in the funniest and most Singaporean way possible. We had her seed the million-dollar question, “What would you do differently today if you could see into the future?”

With Mrs Fortune Teller, we were able to turn the conversation around. It’s not retirement planning, it’s future proofing.