GXS Bank asks: How far would you go to make every dollar count?

GXS Bank is putting a humorous spin on the lengths Singaporeans may go to make every dollar count in its latest social-first campaign, using a mockumentary-style film and creator content to show how everyday spending can be rewarding without requiring a lifestyle overhaul.

Titled “Make everything count”, the campaign supports the launch of the GXS credit card and was developed in partnership with social media agency Epic Dialogue.

Spanning social film, creator marketing and user-generated content (UGC), the campaign is built around the idea that while Singaporeans want to make every dollar count, they also want to make the most of everyday life.

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At the centre of the campaign is a mockumentary-style social film conceptualised by Epic Dialogue and produced by Behalf Co. Shot in a confessional, sitcom-inspired format, it follows a son documenting his father's increasingly elaborate attempts to save money.

Through the father's extreme penny-pinching habits, the film aims to make the case that getting more value from everyday spending does not necessarily have to involve changing how consumers live. Instead, the GXS credit card is positioned as a way of earning rewards on purchases they are already making.

Beyond the hero film, GXS is extending the idea through creator collaborations, UGC and always-on video content. A key part of the creator strategy is the “Singapore is not boring” challenge, which encourages Singaporeans to rediscover the city through hidden cafés, neighbourhood spots, new dining destinations and weekend experiences.

Lifestyle creators will showcase how the card can fit into these everyday experiences, while finance creators will focus on its cashback proposition and ways customers can maximise their rewards. UGC creators will meanwhile share more relatable stories aimed at encouraging audiences to explore Singapore for themselves.

The approach is designed to move audiences from lifestyle inspiration to product education, positioning the card as an everyday companion rather than centring the campaign solely on financial benefits.

“Whether it’s discovering a hidden café, trying a new restaurant or planning a weekend escape, life’s most memorable moments are often found in the everyday. ‘Make everything count’ shifts the conversation from simply spending wisely to getting more out of the moments that already matter,” said Natasha Rahmat, head of marketing at GXS Bank.

In tandem, Eric Sim, managing director of Epic Dialogue, said, “On social media, people decide within seconds whether to keep watching or keep scrolling. Humour is one of the most effective ways to earn that attention." 

“When audiences recognise themselves in the story, they’re more receptive to the product. That’s why we make them laugh first, then introduce the GXS credit card as a natural solution instead of leading with product features," he added. 

The campaign follows another recent lifestyle-led push from GXS Bank, which tapped into Singapore's growing run club culture through a three-part community run series with social collective OFF:FORM. Each run takes participants through different neighbourhoods and is anchored around a homegrown F&B merchant.

The initiative also coincided with the launch of the GXS credit card. Speaking to MARKETING-INTERACTIVE at the time, Maybelline Tan, head of PR and corporate communications at GXS Bank, said the idea stemmed from the card being designed around how Singaporeans live and spend every day, including dining at local restaurants and cafés.

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