Award: Gold
Award Year: 2025
Category: Finance
Executive Summary
NETS faced categorical irrelevance – a legacy card rarely tapped and invisible at checkout. Behaviour-first thinking led us to Tappy, a re-engineered Fortune Cat placed on 10,000 counters, buses and feeds. The Fortune Cat’s prosperous wave became a tap cue, while lower NETS fees gave merchants reasons to amplify it. One simple, omnipresent intervention rewired muscle memory and delivered hard proof of effectiveness.
Lead Agency
DDB
Susanna Yap, Planning Director
Subodh Deshpande, Chief Strategy Officer
Vinod Savio, Chief Creative Officer
Benson Toh, Executive Creative Director
Rodrigo Mitma, Creative Director
Yong Jun Chow, Creative Group Head
Eng Lee Sin, Creative Group Head
Abner Chong, Copywriter
Cheayeau Chin, Art Director
HAVAS
Pankaj Nayak, CEO
Boom Digital
Ming Wei Ng, CEO
Client
NETS
Huiying Chen, VP
Pamela Tan, Group Chief Marketing Officer
Xiao Yun Soh, Assistant Vice President