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 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.

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. The global HSBC site dedicated to golf saw an increase in daily visitors during the campaign period from 30,841 to 162,6907. The app was the top downloaded sport apps when live.