Taste the World
with UOB FX+
Objective: Drive awareness and product positioning for UOB FX+
Launched in 2018 as Mighty FX, UOB FX+ is a multi-currency wallet enabling travellers to transact overseas without conversion fees. Despite competitive rates and features, it had fallen out of consideration for younger travellers when choosing a travel wallet.
A strategic shift:
Letting traveller behaviour lead
In order to reaffirm UOB FX+ as a competitive choice for travellers, we had to overcome two main obstacles: (1) The fintech takeover of cards such as YouTrip and Revolut, and (2) Competing for online engagement in an era of shrinking attention spans.
With product parity across competitors, we shifted our focus from features to behaviour — how travellers plan, discover, experience and spend on trips. By meeting audiences in culturally relevant moments, we aimed to turn curiosity into engagement, and engagement into measurable acquisition.
An instant way to put UOB FX+ back on the consideration map
With the rise of grocer tourism and a vending machine boom as a new canvas for consumer delight, we designed a tangible, interactive experience that turned passive curiosity into active participation. We anchored the campaign on a high-impact on-ground activation, which leveraged a trending medium to offer instant gratification and direct engagement.
Mall goers interacting with vending machine at Plaza Singapura
CBD demographic learning about the UOB FX+ card - rain or shine
Consumers taking selfies and interacting with convex traffic mirror
Digital campaign posters at various UOB branches
Turning Curiosity
into Conversion
The engaging nature of our activation didn’t just create buzz – it drove tangible business impact. With over 1.5 million footfall impressions across Singapore’s most central and vibrant districts — placing UOB FX+ directly in the path of our target audience and creating multiple opportunities to convert casual awareness into new customers.
Average monthly foreign currency spending on the card increased close to 30%, while sign-ups saw a 22% increase on activation days over normal days, proving that the experience converted interest into measurable usage and acquisition.
