In Conversation: CHARGESPOT on transforming an emergency service into a lifestyle brand

In today’s fast-paced marketing landscape, where consumer attention spans continue to shrink, brands must continuously innovate to stand out from the crowd.

Since its launch in 2017, Hong Kong shared power bank provider CHARGESPOT has evolved from a functional utility service into a lifestyle brand, building deeper consumer relationships through storytelling and emotional engagement.

Speaking on Marketing Connected's "In Conversation" podcast series, Jess Cheng, co-founder and head of Hong Kong at CHARGESPOT, reflected on the brand’s strategic shift.

"We are entering our ninth year since launching in 2017, which naturally led us to ask: what additional value can a power rental service provide to our users?" Cheng said. "We recognised that people primarily view our service as an emergency solution—something they only seek out when their phone battery dies. But relying on that alone felt too passive, leaving our connection with users relatively weak."

To address this, CHARGESPOT actively redefined its brand identity to remain top-of-mind even when consumers are not actively charging their devices.

"We wanted to transition from being just a service to building a true brand presence, ensuring our users think of us even when they don't immediately need a charge," Cheng added. "In recent years, we have collaborated with various brands and popular IPs to show that a power bank is more than just a functional device. Beyond being there when you need power, we carry a broader lifestyle meaning—which is reflected in the diverse brand partnerships we have brought to life."

A prime example is CHARGESPOT's recent partnership with the Football Association of Hong Kong, China (HKFA), anchored around team captain Yapp Hung Fai's 100-cap milestone.

By featuring the Hong Kong Representative Team players on its devices and turning its rental app into a live discovery map, CHARGESPOT converted functional utility into fan engagement. The brand also customised its stations at major venues such as Kai Tak with player imagery.

The high level of engagement quickly turned the functional devices into highly sought-after collectibles among local sports fans.

"We also distributed these special editions across our broader network of rental stations, hoping to bring a sense of delight whenever someone randomly rented a unique design," Cheng noted. "It ended up creating a buzz—fans were even messaging us directly to ask how many versions were released and how they could collect the full set."

Beyond sports, CHARGESPOT has expanded its collaborative portfolio to include major cultural touchpoints such as Hong Kong Disneyland and Art Basel Hong Kong. Cheng highlighted that staying ahead of market trends and maintaining a deep understanding of evolving consumer needs remain central to the brand's growth strategy.

"First and foremost, we must closely observe market developments, particularly given how popular IP-driven initiatives and the mega-events economy have become in Hong Kong," Cheng explained. "These trends represent major movements across the city, and as a brand, we need to stay agile and ride this momentum to ensure we are actively participating in them."

Beyond serving as an emergency power source, CHARGESPOT aspires to fulfill its core brand mission—"Power the World"—by prioritising emotional resonance alongside global expansion.

We have always aimed to build a global network, so 'Power the World' is something we are determined to achieve—not just by providing battery life, but by delivering positive energy to our users.

"In today’s connected age, it is almost impossible to navigate daily life, meet friends, take photos, or find locations without a smartphone. We want to enable those meaningful connections. It goes beyond ensuring your device stays charged; it’s about giving you the freedom to stay connected with the people, places, and moments that matter most at any given time."

Cheng added that establishing this level of trust requires rigorous attention to execution and user experience across every touchpoint.

"Building a genuine connection is far more nuanced than simply offering a transactional service," Cheng noted. "Every detail matters and is interconnected—from product safety and hardware design to post-sales support and customer service. We don't just put machines on the street and adopt a 'take it or leave it' attitude. We want that sense of connection and care to be reflected in every single detail of what we do."

This article is done in collaboration with CHARGESPOT.