StraitsX Project Orchid SFF Showcase

Overview

At StraitsX, I led the marketing strategy and execution for the Purpose Bound Money (PBM) showcase at the Singapore FinTech Festival (SFF) 2022, under the Monetary Authority of Singapore (MAS)’s Project Orchid. My role focused on translating a complex digital currency innovation into a compelling marketing narrative and immersive experience tailored for regulators, industry stakeholders, and the public. This initiative successfully positioned StraitsX as a pioneer in programmable money, driving awareness, engagement, and adoption.

Background / Challenge

Traditional vouchers are fragmented, paper-based, and scattered across multiple platforms, causing friction for consumers and merchants alike. PBMs offer a smarter alternative: programmable money that can only be spent as intended, streamlining transactions while ensuring control and compliance.

The marketing challenge was to demystify StraitsX’s XSGD (digital Singapore dollar) wrapped in a PBM smart contract, communicating its value proposition clearly and credibly to diverse audiences including regulators, merchants, and ecosystem partners. The goal was to build trust and excitement around programmable money’s potential to transform digital payments.

Approach

• Strategic Messaging: Developed clear, tailored narratives that simplified programmable money, voucher rules, and redemption flows, enhancing understanding and trust.
• Creative Collateral: Designed visually compelling educational and promotional materials illustrating PBM smart contracts, XSGD integration, and voucher logic.
• Campaign Activation: Directed on-site marketing at SFF, facilitating hands-on participant engagement with PBM-based vouchers and ensuring messaging clarity during live interactions.
• Stakeholder Alignment: Coordinated marketing efforts across ecosystem partners to ensure consistent messaging and amplify impact.

Impact / Results

• Engagement: Distributed PBM-based vouchers redeemable at on-site F&B merchants, enabling participants to experience programmable money firsthand.
• Thought Leadership: Marketing assets and PBM visuals attracted attention from financial institutions, fintechs, and policymakers.
• Ecosystem Impact: Positioned StraitsX as an innovator in digital voucher technology and programmable money.

Disclaimer:
This case study is presented for illustrative purposes only. The work described reflects my personal contributions and perspectives during my tenure at StraitsX and does not necessarily represent the views, strategies, or official communications of StraitsX, the Monetary Authority of Singapore (MAS), or Project Orchid. All information shared is based on publicly available details and does not disclose confidential, proprietary, or sensitive data.