PROJECT
Syfe Awareness Campaign
ROLE
Brand Strategy
Creative Direction
DATE
February 2025
CREDITS
Danial Ahmad
En Hui Lee
Jasmine Ho
Challenge
Despite its premium repositioning, Syfe’s brand awareness in Singapore lagged behind key competitors, ranking sixth among digital investment platforms even as a fast-growing player founded in 2019.
Approach
In partnership with YouGov, we ran an extensive research program from December 2024 to June 2025 to diagnose the awareness gap and investor needs to pressure-test our positioning. Using these insights, we developed a fully in-house, data-led 360° campaign designed to build top-of-funnel awareness while reinforcing Syfe’s value proposition of investing, saving and trading on one platform. This was synchronised across high-impact train stations, buses and bus stops, malls, KOL engagements, and digital placements.
Impact
The campaign delivered a 75% message recall rate, YouTube completion rates near 90%, and a jump to second place in awareness among digital investment platforms within our target audience (n=400).
A subsequent nationally representative YouGov study which ran two weeks later (n=1,000) showed similarly strong results, with Syfe again ranking second in awareness—now at a national level—surpassing several major and legacy banking and investing brands.
