According to Patrick Goh, managing director at APG, the agency won the brief following a three-way pitch. He said the new cards, which replace existing Gold and Silver Link Cards, were designed to appeal to a wider audience.
"They are basically targeting the same consumers, but the campaign aims to inform them that effective December, they should stop using the old ones," said Goh.
The 800,000 users of the cards will continue to receive privileges at selected shops, including rebates from FairPrice and discounts for NTUC events and facilities.
The campaign is running across print, MRT, posters, POS and bike ads, revolving around the theme 'Fresh'.
The three creative executions juxtapose the new cards with everyday objects in unusual settings, such as a card breaking out of an egg and a fishing net scooping the cards out of water.
APG unveils push for Link Cards in replacement bid
APG Advertising has launched a campaign for NTUC's new Link Cards.