Write a short summary of what happens in the ambient or digital execution or campaign.

HSBC rolled out Swing for Power activations across the country. Five roadshows were set up in high traffic areas (Plaza Singapura, West Mall, Century Square, VivoCity and Ang Mo Kio Hub) For those who couldn’t attend these events, interactive bus shelter experience was created where users could power up a digital golf swing. Users were informed of how much energy they had generated and given the option to take a selfie, share online and receive an official certificate of their contribution. This concept was taken online via a mobile rich media unit and social engagement ad too. This allowed a truly scalable activation as we made the game accessible to millions of users via our digital channels. The activations were amplified heavily on Social and Radio

Cultural/Context information for the jury

The campaign partnered with Geneco, a leading electricity provider, to enable us to deliver electricity. Working with them, we identified a charity in need - Riding for The Disabled Association (RDA), which provides horse riding therapy for those with both physical and intellectual disabilities. The service is in high demand with a 6-9 month waiting list, and our contributions would help them operate without worry. On the final day of the campaign, which was also International Women’s Day, HSBC and Geneco headed down to the RDA to proudly donate the power generated by the campaign.