Why is this work relevant for Media?

Singaporeans. Football. Yes. Singaporeans. Running. Yes. Singaporeans. Golf. No. …And yet, the HSBC Swing for Power campaign was able to : (1) Drive record attendance for the HSBC Women’s World Championship Golf 2019 (2) Drive upward swings in HSBC's brand equity and relevance These results weren’t driven by a par-for-the-course campaign. It required the transformation of media channels from being reach drivers to being forces for good. And it needed media to take Golf from being figuratively and literally miles away on the golf courses of Sentosa Island, right into the “heartlands” of Singapore and into the hearts of Singaporeans.

Background

(1) HSBC Singapore was looking to forge a strong connect with Singaporeans It has been in Singapore for 142 years, but it is still seen as a foreign bank. We needed to find a way to connect with Singaporeans on a very local, emotional level. (2) HSBC was looking to bring its brand platform “Together, We Thrive” to life in a meaningful way "Together, We Thrive" is a message of coming together, where the total is greater than the sum of its parts. This is a mirror to Singapore’s own success and mentality. (3) HSBC sponsors the Women’s World Championship (WWC) Golf and was looking to increase attendance and interest A 11-year relationship had brought world class golf to Singapore, but we had been seeing a declining interest level in the sport overall. These were the 3 challenges that faced us as we entered Q1 2019.

Describe the creative idea/insights (30% of vote)

Singaporeans are usually very charitable. However, the economic climate had driven a 35% decrease in charitable donations. This was making it harder for charities to run. We realized that HSBC could help here - helping charities run, while also allowing Singaporeans to act on their charitable nature. We could use an international event like the WWC to galvanize national consciousness and engage Singaporeans to come together and help the most vulnerable. It was a fantastic opportunity to truly bring the “Together, we Thrive” to life. Our breakthrough came when we realized that the average swing of a golf club is 94mph. What if could harness this power and funnel it through to these charities? The “Swing for Power” campaign was born – an experiential activation spread out across Singapore, engaging common Singaporeans in the simple act of a golf swing, to deliver power to those who needed it the most.

Describe the strategy (20% of vote)

"Swing for Power" would allow us to act on our key objectives of bringing "Together, We Thrive" to life, connect with Singaporeans in a meaningful manner, and widen the appeal and buzz around the Women's World Championship Golf 2019. We devised a 2-pronged strategy to ensure that "Swing for Power" was a great success. (1) Bring the golf swing to neighbourhoods We would do this via Experiential activations and targeted OOH, taking it from Sentosa Island to the Heartlands of Singapore, so that Singaporeans from all walks of life could engage with a sport that they usually would not come across (2) Deliver power to those who needed it Via a brand partnership with an electricity provide, to ensure that the mechanisms and methods of delivering power were easy to accomplish

Describe the execution (20% of vote)

(1) Bringing golf swings to neighbourhoods: We rolled out Swing for Power with hero roadshow activations at 5 key high traffic shopping areas. Virtual golf simulators allowed participants to swing a golf club and see the electricity they had generated We gave the concept scale through: - Interactive bus shelters across the country - Mobile rich media - Social engagement ads Users could power up a digital golf swing on these units after which they would be informed of how much energy they had generated. This was amplified heavily on Social and Radio, to drive even more engagement. (2) Delivering power to those in need: We partnered with Geneco, a leading electricity provider, to enable us to deliver the electricity our golf swings were ‘virtually’ generating. We identified a charity in need - Riding for The Disabled Association (RDA), which would be the recipient of the power generated across Singapore.

List the results (30% of vote)

Swing for Power was a shining success! We improved brand strength (1) 13% increase in Brand Relevance (2) 16% increase in Brand Appeal (3) 5% increase in Believability (4) 14% uplift in Perception (5) 15% uplift in Recommendation (6) 16% uplift in HSBC as “a bank that is open minded and forward-looking” We brought “Together, we Thrive” to life (1) 8,000 Singaporeans swung a golf club (2) 20,000 engaged with our interactive bus shelters making it the second most engaged OOH execution in Singapore (3) We generated 24,267 hours of electricity – or 33 Months! We drove attendance for the WWC 2019 (2) 15% increase in attendance (2) Brand association of WWC to HSBC reached a high of 76% (3) WWC 2019 was the most attended WWC ever in its 11-year history with growth driven by crowds of first-time attendees who had engaged with our Swing for Power campaign