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.
idea and execution
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!
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.