BACKGROUND:
For years, Singaporeans have associated rewards with the transactional—points earned, points redeemed. Rewards programmes are everywhere, yet they often feel more frustrating than rewarding. People juggle multiple memberships, sift through cluttered promotions, and second-guess whether they’re really getting the best deal. Saving money shouldn’t feel like work.
When NTUC Link joined FairPrice Group in 2019, it evolved into something bigger—a lifestyle companion woven into everyday spending.
By 2023, the FairPrice Group app had become a full-fledged lifestyle rewards ecosystem, offering savings not just within FairPrice stores, but across 1,000 partner outlets spanning F&B, fuel, health & wellness, and shopping.
Yet, perception still remained. People still saw Link Rewards as “just a grocery store card.”
OBJECTIVE:
Our challenge? To change that narrative.
What if rewards weren’t just about accumulating points?
What if we rewarded people for making everyday moments count?
"Every day, made a little more rewarding" wasn’t just a campaign. It was a promise.
That everyday wins should feel effortless.
That small upgrades in life add up in big ways.
That the best rewards aren’t complicated—they just work.
Our mission was clear: To reintroduce Link Rewards as Singapore’s most valuable everyday rewards programme—going beyond transactions to create meaningful, rewarding moments in daily life.
To change the way people saw Link Rewards, we had to move beyond the usual loyalty programme playbook. Instead of focusing on points and redemptions, we wanted to show how Link Rewards made life better—without the extra effort.
To do this, rather than pushing a top-down message, we started with our consumers. We evaluated:
This consumer-up approach allowed us to design a strategy that felt natural, relevant, and truly valuable. We didn’t just analyse data—we listened.
By tapping into real conversations and cultural trends, we uncovered what truly mattered: the joy of effortless savings, the frustration of cluttered promotions, and the desire for small wins that make everyday life better. These insights shaped how we showed up—not as another brand pushing deals, but as a trusted companion, delivering rewards in ways that felt natural, relevant, and seamlessly integrated into their daily lives.
INSIGHT:
Our insight was simple: People don’t want to work for their rewards. They want rewards that work for them.
TARGET AUDIENCE:
Rather than a one-size-fits-all approach, we segmented and focused on how different personas of Singaporeans experience rewards—and where we could make an impact. What this meant was that we were embracing customer-centricity through creating hyper relevant content.
We identified four key audience personas, each with their own take on rewards:
EXECUTION:
Our social creatives made Link Rewards more than just points and deals—it became a way to make everyday life feel easier, smarter, and more rewarding. We didn’t just promote discounts; we showed how Link Rewards turns small moments into something bigger—a family meal that costs less but means more, a shopping trip that stretches further, a little extra joy without extra effort. Because true value isn’t just about saving money—it’s about feeling good every time you spend.
For years, Link Rewards was a familiar name but not top of mind. This campaign changed that.
In just one month (Nov 15 – Dec 22, 2024), we broke through the noise, generating 4.1 million Meta impressions, far surpassing industry benchmarks for loyalty programmes.
More importantly, awareness saw a significant lift. Among our key segment—young families—campaign recall surpassed our 50% target, reaching 69% by Jan 2025. But awareness isn’t just about visibility—it’s about staying memorable.
To reinforce our message, we launched a 4-part email series that made earning and redeeming Linkpoints feel effortless. The response was immediate—emails achieved a 58% open rate, exceeding the industry average of 36%, proving strong engagement.
With a short campaign window, our priority was to drive mass awareness and retention. By strategically leveraging high-traffic social channels and direct email communications, we successfully transformed Link Rewards from a familiar name into an everyday essential.
And it showed in consumer sentiment. In NielsenIQ’s annual Net Promoter Score (NPS) study (2024), Link Rewards outperformed competitors.
By removing friction, amplifying awareness, and driving engagement, we elevated Link Rewards from a programme people know to a programme they actively use and trust.
