NETS spotlights quirky card-tapping fortune cat in new brand film

Payment solutions provider Network for Electronic Transfers (NETS) has launched a series a campaign films starring the iconic and well-loved fortune cat.

It aims to educate debit cardholders in Singapore’s heartlands on a more convenient payment option at partner merchants nationwide: tapping ATM or debit cards to pay with NETS.

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In collaboration with creative agency DDB Group Singapore, the social-first campaign centres around a series of catchy 15-second videos set in popular NETS merchant categories. These famliar locations include neighbourhood eateries, hair salons, and grocery stores.

Mimicking the fortune cat’s iconic wave, the videos follow the adventures of NETS Tappy Cat, tapping with an ATM or debit card to get what it wants faster and easier.

"The best ideas tap into cultural observations, transforming familiar stories and experiences into something new and captivating. When the team decided to transform fortune cats into NETS Tappy Cats, we knew we had struck on an idea that had the power to move people,” said Vinod Savio, chief creative officer at DDB Group Singapore.

NETS says that cards have emerged as the preferred electronic payment method. But while it has observed an increase in contactless card payments, some consumers still default to the traditional slot and pin method.

The campaign thus aims to leverage the popularity of contactless card payments combined with the omnipresence of fortune cats to build and maintain links with NETS.

As part of the campaign activation, over 10,000 NETS Tappy Cats and point-of-sale collaterals will be distributed to selected partner merchants. Starting 11 July, the campaign will also extend to digital ads and out-of-home digital placements.

“With this campaign, DDB managed to leverage culture to create a connection with merchants and customers. The campaign offers a refreshing approach to get everyone to sit up and pay attention to how easy it is to pay contactless and securely with NETS. We’ll never look at fortune cats the same way again,” said Pamela Tan, group chief marketing officer at NETS.

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