The Nation’s Powerhouse


SP Group (SP) is a leading utilities company in Asia Pacific. One of Singapore’s largest corporations, SP Group delivers a unified and seamless experience for their customers. In conjunction with the nation’s fiftieth birthday, SG50, SP Group engaged us to roll out a campaign to gift power to the nation, in the form of free charging stations for the public.

Giving the gift of power

This campaign extended into the communities and was held island-wide. The network of charging stations enabled users to charge their mobile devices for free. With the idea of gifting, a witty tagline of “Gift of Power” was born.

Exciting and energising

To draw more people to the charging stations, we set out to create a strong visual identity for the stations in these high-traffic locations. Combining eye-catching colour palette with the tagline “Gift of Power”, the look and feel of the charging stations was designed to excite and energise target passer-bys and get them to charge their devices. Further publicity of the charging stations was done via on-screen instructional video about the station using motion graphics. In addition, the storyboard along with the four main languages script was done for this instructional video.

Reaching beyond with power

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.