Kinetic Salute to SG50: The app with 1 million waves

August 21, 2015

For Singapore’s 50th anniversary, we wanted to transcend beyond just static print advertising.
DBS created a virtual wave game for SG50 and turned the DBS PayLah! app into Singapore’s most popular hand salute on National Day.

We’ve all read Harvard Business Review about the new age of marketing: Beyond what you say, get consumer to feel and do your brand.

SG50 is the crescendo of national patriotism. Every full-blooded Singaporean would be proud to do the Kallang Wave.

We turned DBS’ mobile wallet, PayLah!, into a social wave. Singaporeans were encouraged to wave the phone app as a mark of salute to the nation at designated hours of the day – and stand to win $100,000 in prizes.

A double-page spread in the local newspapers on 9 Aug paid tribute to the nation and exhorted Singaporeans to wave their phones.

We created a patriotic, light-hearted and feel-good video via the DBS Facebook page.

Local talents performed their rendition of a Singaporean wave as we invited everyone to download the app and wave their phones come National Day for their chance to win a share of the cash prize.

And because the PayLah! app functions as a mobile wallet, the cash prize could be credited to winners instantly!


In the week leading up to National Day, our campaign video was viewed more than 710,000 times across both YouTube and Facebook.

Over 1 million patriotic waves of the Singapore flag via the PayLah! app were registered in the 3-hour gameplay period.

PayLah! app downloads for the campaign exceeded targets by more than 62%!

A simple app created the biggest salute to Singapore.

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