ChargeSPOT

ChargeSPOT is a shared power-bank service that has already become a familiar part of daily life in Japan. The Singapore rollout — led by our client T-GAIA in partnership with 7-Eleven — meant introducing that established service to a new market essentially from scratch. Two things shaped the brief. First, local awareness in Singapore was effectively at zero, even though the brand has strong recognition back home. Second, every Singaporean trying ChargeSPOT would be doing it for the first time — so the launch creative needed to do double duty: build recognition fast, and warmly walk first-time users through their very first rental.

We anchored the campaign on a duo of otter characters — Chaji (named after 'charge') and Ollie — so the brand voice would carry across every asset. The work split into two complementary deliverable streams. The first was an animated video stream that introduced the ChargeSPOT service itself, centred on the otters guiding viewers through what the service is and how it works. The second was a static signage stream — Key Visuals built on photographic footage of people walking through Singapore streetscapes, designed to live on ChargeSPOT's in-station digital signage. For the walkthrough video, the designer actually visited a 7-Eleven and went through the rental from start to finish herself, then rebuilt the storyboard from that first-hand experience — making sure each step was framed the way a first-time user in Singapore would meet it.

Launch shipped December 2024 with the first Key Visual going live on schedule, followed by the 15s promo video and the 30s service-explanation walkthrough. The work was spotted in the wild — on Sushiro screens and on cinema pre-rolls in Singapore — within weeks of launch. The animated and static streams together gave the T-GAIA team a complete launch toolkit for ChargeSPOT's continued growth across the island.