GXS Bank launches a credit card designed to reward the moments that make every day count
GXS Bank has unveiled its newest credit card, created to reward everyday spending while encouraging Singaporeans to get more out of their everyday lives.
The card offers 1.75% unlimited cashback on eligible everyday spend, up to 10% unlimited cashback in GrabCoins on Grab spend, 10% cashback on overseas Grab spend with no foreign transaction fees, and 1.75% cashback on Singtel bills with no minimum spend. Terms and conditions apply.
To support the launch, GXS Bank partnered with social media agency, Epic Dialogue, to develop a social-first campaign spanning strategy, creator marketing, user-generated content (UGC) and social film production, all built around one central idea: “Make Everything Count.”
Rather than positioning the card around product features alone, the campaign presents it as an everyday companion that rewards the moments people already enjoy.
A campaign built around how Singaporeans really live
The campaign begins with a simple observation: Singaporeans work hard to make every dollar count, but they also want to make the most of everyday life.
“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.
The social film: A father, a son, and the lengths we go to save money
Leading the campaign is a social-first mockumentary film conceptualised by Epic Dialogue and produced by Behalf Co.
Shot in a confessional, sitcom-style format, the film follows a son documenting his father’s increasingly elaborate money-saving habits. What begins as a humorous portrait of extreme frugality reveals a simple truth: making every dollar count doesn’t have to mean changing how you live. Instead, the GXS Credit Card becomes an effortless way to earn rewards from spending people already do every day.
“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,” said Eric Sim, Managing Director of Epic Dialogue. “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.”
A social campaign designed for discovery
Beyond the hero film, “Make Everything Count” extends into an integrated social ecosystem of creator collaborations, UGC, and always-on video content.
At the heart of the creator strategy is a simple challenge: “Singapore Is Not Boring.” The campaign invites Singaporeans to rediscover the city through hidden cafés, neighbourhood gems, new dining spots and weekend experiences.
Lifestyle creators show how the GXS Credit Card fits naturally into these moments, while finance creators explain the card’s market-leading cashback proposition and how customers can maximise rewards while earning GrabCoins. UGC creators reinforce the campaign through authentic, relatable stories that encourage audiences to experience Singapore for themselves.
Together, the creator strategy moves audiences from inspiration to education, positioning the GXS Credit Card as more than a payment method—it becomes a companion to exploring and enjoying everyday life.
Why it matters
Credit Card campaigns have traditionally been led by cashback rates, welcome offers and product features.
“Make Everything Count” takes a different approach. Rather than asking consumers to care about rewards first, it shows what those rewards enable: discovering more of Singapore, spending time with loved ones and making everyday moments more rewarding.
By combining humour, creator storytelling and product education into one social-first campaign, GXS Bank transforms a cashback proposition into a lifestyle proposition, showing that the GXS Credit Card rewards more than spending. It rewards the moments that make life count.
