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Senoko Energy Cycle For Change

Background

Powering Singapore since 1977, Senoko Energy is the nation’s largest power generation company accounting for about 20 per cent of the nation’s electricity needs.

Globally, corporates are moving towards mandatory corporate climate-related disclosures not just in view of the existential threats of global warming, but for investor relations as well.

The Brief

A sustainability campaign targeted at the masses to kick off Senoko Energy’s #TakeCharge sustainability plan.

The Challenge

Overcome Covid-19 restrictions on event marketing.

Encouraging sustainable business practices and lifestyles across businesses and households.

The Solution

Flagship Campaign of #TakeCharge

Leveraging on the newfound interest in cycling during the pandemic, #CycleForChange was launched as a virtual cycling event to promote lifestyle changes.

Flagship Campaign of #TakeCharge

Leveraging on the newfound interest in cycling during the pandemic, #CycleForChange was launched as a virtual cycling event to promote lifestyle changes. Partnering with Togoparts, a prominent player in local and regional cycling events, Senoko Energy gained immediate access to the local cycling community. The platform’s robust infrastructure also allowed sustainable lifestyle achievements to be incorporated as part of the event’s achievements. For instance, cycling to “dabao” (takeaway) or work, cycling as a family bonding activity. Participants were motivated to #TakeCharge and lower their carbon footprint by changing their mode of commute.

Partnering with Togoparts, a prominent player in local and regional cycling events, Senoko Energy gained immediate access to the local cycling community. The platform’s robust infrastructure also allowed sustainable lifestyle achievements to be incorporated as part of the event’s achievements. For instance, cycling to “dabao” (takeaway) or work, cycling as a family bonding activity. Participants were motivated to #TakeCharge and lower their carbon footprint by changing their mode of commute.

Integrated Campaign Strategy

With 17 strategic partners on board, the alliance strengthened the call for change. The 6-week event achieved twice its target, garnering 2,273 participants across key audience segments of avid cyclists, eco-conscious, families with kids, corporate clients, and employees.

To support Singapore’s solar generation assets, the completed distance of 670,579 km was converted into renewable energy certificates (RECs). Together with its partner, T-RECs.ai, Senoko Energy pledged to offset an additional three times more carbon emissions through the purchase of local RECs.

Scope Of Work

The Results

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Cars Taken Off The Road

46 Kim Yam Road, #04-09

The Herencia, Singapore 239351