SP Group (SP) is a leading utility company in the Asia Pacific. One of Singapore’s largest corporations, SP group offers its customers a unified and seamless experience. In conjunction with the nation’s 50th birthday, SG50, SP Group wanted to roll out a campaign to gift power to the nation, in the form of freecharging stations for the public.
The island-wide community campaign extended a network of charging stations for users to charge their mobile devices for free. With the idea of gifting, a witty tagline of “Gift of Power” was born.
A smiley icon surrounding the image of a plug was developed to present an approachable and friendly appeal. Combining an eye-catching colour palette with the tagline “Gift of Power”, the vibrant visual identity was adapted into various collaterals and at the charging stations. The charging stations themselves were attractively designed to compel passers-by to get their devices charged there. Publicity of the charging stations came in the form of onscreen four-language instructional videos introducing users to the station with the clever and engaging use of motion graphics.
The campaign was a fully charged success. The “Gift of Power” campaign received strong media coverage. It reinforced SP Group’s corporate outreach to help Singaporeans stay connected by using these free charging stations.