POSB Where’s Smiley?
Client
POSB
Scope
Social Media, Gamification, Illustration
The Insight
During Chinese New Year, when many banks distribute traditional red packets, standing out and engaging audiences in new ways becomes a challenge. To deepen brand connection, POSB sought a unique, interactive approach that went beyond the usual giveaways.
The Idea
We developed POSB Where’s Smiley?—a mobile-first, easy-to-play online game that appeals across age groups and encourages repeated engagement and sharing. Players search for POSB’s mascot and pineapples against iconic Singaporean backdrops subtly infused with POSB branding. With daily SG$100 prizes over the 15-day Lunar New Year period, the campaign created excitement and strengthened brand visibility in a fun, culturally relevant way.
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
Building on the success of Where’s Smiley?, we developed a new game for the POSB PAssion Run for Kids annual race. Prioritising simplicity, we explored various gameplay options before settling on a familiar favourite—the classic Snake game. We reimagined the snake as children running alongside Smiley, perfectly aligning with the race theme. To celebrate POSB’s anniversary, we also integrated pop quizzes about the bank and its heritage, allowing players to earn bonus points and deepen their connection with the brand.
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