Media Releases

NETS unveils new look and feel with its first brand refresh since 1985

The brand refresh campaign - #NETSTakeOnMe reflects company's evolution and industry-leading innovation culture in the payments space

SINGAPORE, 9 January 2020 – NETS, Singapore’s leading payment services provider, has announced the launch of its new brand campaign – #NETSTakeOnMe. The new NETS reflects a strong, progressive and dynamic brand that reinforces its commitment to providing customers a holistic, seamless and simple brand experience. The campaign includes a launch promotion on its social media, website and a series of new brand ads across various advertising channels. The brand refresh comes as NETS celebrates its 35th anniversary.

Since its inception in 1985, NETS has been pioneering payments innovation for a cashless Singapore, facilitating e-payments through services such as EFTPOS, Unified POS, NETS Cashcard, NETS FlashPay, GIRO, FAST and more recently PayNow, and NETS QR. More initiatives, new products and market launches are in the pipeline.

“For over 30 years, NETS has been a household name to Singaporeans – a trusted, secure and convenient way of making cashless payments. We aim to build on this by simplifying the payment experience through either a quick scan (QR), tap (card) or click (app) at the customer’s favourite retail store, mobile app or website. So using NETS is really as simple as a NETS Scan, NETS Tap or NETS Click,” said Ricky Lim, NETS Interim Group CEO.

“As we look to create a new NETS, now is the right time to ensure our brand identity reflects not only the new direction we are heading but also speaks to our target customer segment. From youths to millennials, to baby boomers and the silver generation, our renewed focus puts our customers at the heart of our business. We are committed to serve their evolving lifestyle needs whether at school, work or play, in Singapore and overseas. This is what #NETSTakeOnMe is really about,” Mr Lim added.

Pamela Tan, NETS’ Chief Marketing Officer said the brand refresh is an important strategic step for the company.

“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. 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.”

NETS’ brand campaign comes on the heels of another historic milestone; its payment service has been extended 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. NETS is collaborating with more partners in the region to enable cross-border payments in the near future. Other recent initiatives include NETS Tap - NETS' 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.