Date: Jan 2020
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Singapore-based payment services provider NETS has refreshed its branding on its 35th anniversary to showcase its commitment to providing customers a good brand experience.

NETS is Singapore’s national debit scheme, enabling customers of local banks like DBS, OCBC and UOB bank as well as HSBC, Maybank and Standard Chartered bank to make payments using their ATM cards or mobile devices at more than 118,000 acceptance points in the country.

As part of the new branding exercise, it has launched a campaign called #NETSTakeOnMe, aimed at its target customer segment of youths, millennials, baby boomers and the silver generation.

In 2018, 90% of users who used NETS for online payments were from the ages of 25-34, according to Statista. The second and third biggest group of users were 35-49 (89%) and 15-24 (79%) respectively.

According to NETS, the renewed focus puts its customers at the heart of is business as it aims to remain committed to serving their evolving lifestyle needs whether at school, work or play, in Singapore and overseas

“NETS’ brand personality has evolved and we’re delighted with the new look and feel of the brand. To connect better with our customers, the idea was to reposition the NETS brand as a payment of choice that can deliver various on-the-go lifestyle experiences to young and old,” said Pamela Tan, the chief marketing officer of NETS.

“Through this campaign, we wanted to set a tone and tenor where we are bold, fresh, playful, energised and confident. The song used in the new ads was also a deliberate choice. A-Ha’s ‘Take On Me’, became a huge hit globally in 1985, the same year when NETS was founded.”

The provider has been also extended its payment service across the border to Malaysia where Singaporeans can use their NETS ATM cards across 7,400 PayNet acceptance points in Johor Bahru, Kuala Lumpur, Penang and Malacca.

It also recently launched NETS Tap, its contactless payment method for retail and public transit and NETS Click, a new in-app payment method for taxi bookings and street hail trips via the ComfortDelGro taxi booking app.