| Title | GOLF ANYWHERE |
| Brand | THE HONGKONG & SHANGHAI BANKING CORPORATION |
| Product / Service | BANKING |
| Category | A06. Best Use of Digital Media in a Promotional Campaign |
| Entrant | JWT SINGAPORE, SINGAPORE |
| Entrant Company: | JWT SINGAPORE, SINGAPORE |
| Sales Promotion/Advertising Agency: | JWT 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 Ltd | Creative Director |
To make gold accessible to as many Singaporeans as possible and inspire them to attend the HSBC Women's Champions 2011tournament in Singapore.
Our idea was to turn the iPhone into a golf club. To do this we designed an app for the 400,000 odd iPhone users in Singapore. Using Augmented Reality and Accelerometer, the app allowed people to golf anywhere. By using some coding we transformed one of Singapore's 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. At the end of two days one winner was awarded a cheque of S$10,000.
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.
How do you promote a golf championship in a country where less than 0.5% of the population plays the sport? Well, by looking at numbers that are more flattering. For instance, Singapore has the highest Smartphone penetration in the world. An iPhone app seemed like the answer. Now that we had their attention, we thought what if we designed another unique experience using the same app? So we launched The HSBC Live Challenge, a live, participative golf tournatment in the middle of Orchard Road. After all, that's where most of Singapore hands out in weekends.