| Title | GOLF ANYWHERE |
| Brand | THE HONGKONG & SHANHAI BANKING CORPORATION |
| Product / Service | FINANCIAL AND BANKING SERVICES |
| Category | C01. Integrated Media Campaign |
| Entrant | JWT/XM SINGAPORE, SINGAPORE |
| Entrant Company: | JWT/XM SINGAPORE, SINGAPORE |
| Advertising Agency: | JWT/XM SINGAPORE, SINGAPORE |
| Media Agency: | MINDSHARE SINGAPORE, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Jun Fukawa | JWT Singapore | Chief Creative Officer |
| Tay Guan Hin | JWT Singapore | Regional Executive Creative Director |
| Karen Muck | JWT Singapore | Creative Group Head |
| Ed Cheong | JWT Singapore | Creative Group Head |
| Pradeep D'Souza | JWT Singapore | Copywriter |
| Priya Suri | JWT Singapore | Senior Copywriter |
| Parixit Bhattacharya | JWT Singapore | Creative Director |
| Celeste En | JWT Singapore | Art Director |
| Alan Leong | JWT Singapore | Associate Creative Director |
| Vickie Gurbani | JWT Singapore | Project Manager |
| Lydia Daly | JWT Singapore | Senior Planner |
| Evelyn Tan | JWT Singapore | Associate Account Director |
| Herman Lundquist | JWT Singapore | Business Director |
| Nicole Pang | XM Asia | Creative Director |
| Cheng Shuyau | XM Asia | Senior Art Director |
| Nicole Sim | XM Asia | Designer |
| El Lynn Yeoh | Hill & Knowlton | Director |
| Sumiati Hashim | Mindshare Singapore | Director |
| Karen New | Omnitoons | Chief Creative Officer |
| Mark McCarthy | Sparky Media Productions Pte Ltd | Creative Director |
More than 28,000 people attended the championship. That's an increase of over 19% from the previous year. Over S$1.5 million of free PR was generated via bloggers and journalists. he global HSBC site dedicated to golf saw an increase in daily visitors during the campaign period from 30,841 to 162,690. The app was the top downloaded sports app when live.
Our Idea was to turn the iPhone into a golf club. To do this we designed an app for the 400,000 off iPhone users in Singapore. Using Augmented Reality and Accelerometer, the app allowed people to play golf anywhere. Then by using some clever coding we transformed one of Singapore's most popular malls into a virtual golf green to launch The HSBC Live Challenge. It invited people to negotiate the 8th hole of the famous Tanah Merah course from 8 natural golfing stations in the middle of the shopping district. The app and event were supported by ads that ran on print, broadcast, digital and outdoor platforms including buses, trains and billboards. For digital, the campaign ran on Facebook, Twitter, mobile applications, online banners, and a specially created microsite. In addition, HSBC's branches were also dressed up to reflect the campaign theme.
Our challenge was to make golf accessible to as many Singaporeans as possible and inspire them to attend the HSBC Women's Champions 2011 tournament in Singapore. HSBC sponsors eight major golf tournaments across the world. One of them is the Women's Champions tournament that's held in Singapore every year. Golf is still an elitist sport in this island city. Only 0.5% of the population plays golf as golf club memberships are rather prohibitive. We realized the solution wasn't in driving people to the course but to bring the sport to the people. And then inspire them into attending the championship. To make golf accessible, we used technology as Singapore has the highest penetration of Smartphones in the world, including over 400,000 iPhone users.