POSB Where’s Smiley?
Client
POSB
Scope
Social Media, Gamification, Illustration
The Brief
The bank would like to feature its mascot, Smiley, during the Chinese New Year period. Besides the red packet designs, how else can we stand out amongst the competition? How can we increase brand engagement from another angle?
The Approach
So, we created an online game, POSB Where's Smiley?, designed to be mobile first. Gameplay was deliberately kept simple to appeal to different age groups and to encourage repetition and shareability. Players had to search for POSB’s Smiley mascot and five pineapples within a time limit. To make the branding even stronger, we illustrated three backgrounds that are unique to Singapore with subtle POSB branding. With SG$100 given away on each of the Lunar New Year’s 15 days, the players were given ample reason to cheer.
Results?
The POSB "Where’s Smiley?" online game brought about a measure of resounding success, seeing
524,989 gameplay instances
258,629 contest submissions
more than 1 million page views
64% of users played the game on their mobile phones, justifying the mobile-first strategy
The simple and short gameplay proved to have mass appeal and encouraged repeat plays – each user played an average of 19 times and submitted an average of 9.4 entries. Better yet, more than 2,000 visits were recorded even after the contest had ended, contributing to the campaign’s fantastic reception on social media.
POSB Run With Smiley
Riding on the success of "Where's Smiley?", we created another game for the POSB PAssion Run for Kids annual race. Keeping simplicity in mind, we explored different gameplays before settling on one that almost every millennial would had played before — the classic Snake game. We switched up the snake to children running along with Smiley, which ties in well with the race. In conjunction with POSB’s anniversary, pop quizzes about the bank and its heritage were also weaved into the game, where players can score bonus points.
More goodies to be won simply by participating in the Smiley 360° photo hunts!
POSB Where’s Smiley
The Loyalty & Engagement Awards 2017
Best Use of Relationship Marketing — Gold
Best Use of Gamification — Silver
Marketing Excellence Awards 2017
Excellence in Viral Marketing — Silver
Excellence in Social Media Marketing — Finalist