NETS gets first ever brand refresh since 1985

Payments provider NETS has launched a new brand campaign – #NETSTakeOnMe – to reflect its first ever brand refresh since inception in 1985. According to the company, the new NETS reflects a “strong, progressive and dynamic brand” that hopes to showcase a holistic, seamless and simple brand experience.

The campaign will include a launch promotion on its social media, website and a series of new brand ads across various advertising channels. The brand refresh comes as NETS celebrates its 35th anniversary and according to the company, more initiatives, new products and market launches are in the pipeline for the year. Marketing understands Tribal Worldwide Singapore worked on the creatives and Havas Media on media.

Ricky Lim, NETS Interim group CEO said that for over 30 years, NETS has been a household name to Singaporeans, known as a trusted, secure and convenient way of making cashless payments. NETS hopes to now build on this by simplifying the payment experience through either a quick scan (QR), tap (card) or click (app) at the customer’s favourite retail store, mobile app or website.

“As we look to create a new NETS, now is the right time to ensure our brand identity reflects not only the new direction we are heading but also speaks to our target customer segment. From youths to Millennials, to baby boomers and the silver generation, our renewed focus puts our customers at the heart of our business. We are committed to serve their evolving lifestyle needs whether at school, work or play, in Singapore and overseas. This is what #NETSTakeOnMe is really about,” Lim added.

Pamela Tan, NETS’ chief marketing officer added that the brand refresh is an important strategic step for the company. “NETS’ brand personality has evolved and we’re delighted with the new look and feel of the brand. To connect better with our customers, the idea was to reposition the NETS brand as a payment of choice that can deliver various on-the-go lifestyle experiences to young and old. Through this campaign, we wanted to set a tone and tenor where we are bold, fresh, playful, energised and confident. The song used in the new ads was also a deliberate choice. A-Ha’s ‘Take On Me’, became a huge hit globally in 1985, the same year when NETS was founded.”

NETS’ brand campaign comes on the heels of its payment service being extended across the border to Malaysia where Singaporeans can use their NETS ATM cards across 7,400 PayNet acceptance points in Johor Bahru, Kuala Lumpur, Penang and Malacca. NETS is collaborating with more partners in the region to enable cross-border payments in the near future. Other recent initiatives include NETS Tap - NETS' contactless payment method for retail and public transit and NETS Click, a new in-app payment method for taxi bookings and street hail trips via the ComfortDelGro Taxi Booking App.