Meme-obsessed ‘Ah Bengs’ the stars of new film for Singapore’s Central Provident Fund

A new film that explains the different sorts of accounts under the Central Provident Fund (CPF) and the reason for contributions to it has a set of unlikely spokespersons – Singapore’s ‘Ah Bengs’ a term used to describe brash loutish young men.

The film was created by TheSmartLocal in collaboration with Wild Advertising and features extensive dialogue in Singlish that move the narrative along, while explaining different account types within the CPF.

In a note about the campaign, TheSmartLocal managing director Bryan Choo said: “It’s trending on social media and has received a ton of positive feedback, reaching over a quarter-million people already.

“It’s not easy to get such results for a topic such as CPF, which usually gets negative comments because it is difficult for government agencies to market themselves.

“This is where publishers can help use branded content to help them convey such messages while being received positively. Much credit to CPF/Wild for being brave to approve an experimental explainer video like this, turned out great in the end.”


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