How brands played the SEA Games

The 28th SEA Games generated quite a buzz. Eager to tap into the event, brands were also busy marketing around it. Here is how they cheered on the SEA Games.


As the official multimedia partner and official pay-TV broadcaster of the 28th SEA Games, Singtel provided multimedia services such as data centres that processed the Games’ information, high-speed internet and Wi-Fi at venues, and mobile broadband and telephone services to SINGSOC, officials and delegates.

To publicise this, the telco created a showcase at the SEA Games carnival where its pavilion featured an experiential showcase of these multimedia services and technology deployed for the Games.

It also created two dedicated Singtel channels (134 and 135) with 24/7 live coverage. Exclusive programmes included SEA Games Tonight. An app, Singtel TV GO, was also launched for free viewing of the Games. The brand produced video tributes for ordinary Singaporeans who supported Team SG athletes.

Online and on the ground, Singtel created a movement to galvanise support for Team Singapore through its SEA Games microsite. The public could submit a cheer via the Singtel cheer aggregator for Team Singapore which tracked millions of web pages, tweets, postings, articles and videos through data analytics. This provided a gauge of support for the Games.

Singtel reportedly tracked more than 990,000 cheers during the launch of the Games, a spokesperson told Marketing.

Singapore Airlines

Singapore Airlines (SIA) launched a campaign to support Team Singapore.

Unlike its brand or tactical campaigns, this campaign focused on its support for Team Singapore.

Nicholas Ionides, vice-president of public affairs, said: “It is about the values the athletes represent – commitment, continual quest for improvement and pursuit of excellence. These are values that SIA associates with, and we were proud to stand behind the national team which embodies these as well.”

The campaign was also an extension of SIA’s sponsorship of the SEA Games. “We were proud to be a conduit in bringing people from around the region to celebrate the spirit of sportsmanship,” Ionides said.

The campaign included a series of social media videos which focused on six athletes – Quah Ting Wen, a swimmer and the national flag bearer for Singapore at the SEA Games; netball player Micky Lin; hockey player Silas Abdul Razak; footballer Al-Qaasimy Rahman; bowler Jazreel Tan; and athlete Shanti Pereira. Dentsu Möbius was the agency behind the social media videos for the campaign.

The videos can be found on SIA’s Facebook, Twitter and YouTube pages. The carrier also rolled out print ads (pictured), done by TBWA to show its support for Team Singapore.





Capitalising on the excitement surrounding the regional sports event, DBS held its water sport festival DBS Marina Regatta in conjunction with the SEA Games races in Marina Bay.

An initiative under the DBS Marina Regatta included an “urban beach” on the Promontory @ Marina Bay where the public could enjoy food and beverages from various pop-up cafes and activities at the pool, while watching the sailing races.

DBS’ aim was to celebrate the nation’s 50th birthday and support the SEA Games, said a spokesperson.

The SEA Games’ traditional boat (Dragon Boat) races were held on 6 and 7 June in conjunction with the regatta’s mixed category Dragon Boat races on the same days and in the same waters. The pop-up “urban beach” was held on the third weekend of the regatta festival (13 and 14), allowing the public to watch the SEA Games sailing races held at the Marina Bay.

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Most of the regatta’s activities were free of charge, and the SEA Games’ Dragon Boat and sailing races at the Marina Bay were unticketed as well.

On the social media front, DBS was capturing and sharing on Facebook and Instagram the proud moments of Team Singapore during the races.

To encourage staff to join in and witness the momentous torch parade, which was held at the Marina Bay on 4 June, DBS gave away 100 pairs of table tennis finals tickets to the first 100 staff who headed down to Marina Promenade to cheer for Team Singapore.

As corporate sponsors of the Games, DBS also rallied support by giving away 1,000 pairs of tickets to staff for the football finals at the National Stadium. About 150 pairs of tickets were also provided to key partners and community groups such as schools and student groups.

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Rounding up today’s 500m races with thrills, spills and swelling fun for all. Though the medals are won for the year, it ...

Posted by DBS Bank. Living, Breathing Asia on Sunday, June 7, 2015

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It was loud, it was hot, it was action-packed. The Dragon Boat teams put up a good race at #DBSMarinaRegatta and ...

Posted by DBS Bank. Living, Breathing Asia on Saturday, June 6, 2015



As the official professional service partner, Deloitte was involved in supporting the Games with its professional services expertise, with a number of staff on a special secondee programme with the SEA Games committee.

In addition, it engaged its employees for the Games, and this continued throughout the Games. It included facilitating ticket purchases for its staff to be part of the opening and closing ceremonies and for the different sporting events.

Deloitte had some of its own employees participating in the Games – 10 athletes in seven sports. It also participated in the SEA Games countdown with a video helming the number “2” for the 50-day countdown. Its video was aired on 3 June.

The company also launched a Deloitte SEA Games blog for employees involved in the Games to tell their stories.

Employees also stood a chance to win tickets to the Games, and exclusive Deloitte-branded SEA Games merchandise such as the “delivering the dream” bag, folder, notebook, post-it pads, the branded Nila box and bookmarks.

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Deloitte employees were also kept abreast with its involvement in the Games and the progress of its athletes through internal communication channels and also on social media with hashtags #Deloitte_SEAGames and #deloitteignite created for the campaign.

Apart from its branding presence at the venues as well as outdoor, print, broadcast and online advertising, Deloitte was also actively working with various initiatives such as through its participation in the Sports Excellence Business (spexBusiness) Network for Athletes.

Deloitte also conceptualised, managed and funded two of the key activities – the Team Singapore aspiration wall and the art collage – during the Team Singapore camp that was held on 1 and 2 November 2014 to help prepare the athletes for the Games and the ASEAN Para Games.


The official isotonic drink of the Games, 100PLUS, launched a campaign that aimed to rally fellow Singaporeans to unite and cheer for Team Singapore. 100PLUS also rolled out a commemorative gold can in support of the Games. Each limited edition of the 100PLUS gold can was a symbolic gesture of support for Team Singapore as it strived for gold.

The brand has been the prominent isotonic drink of choice at many major sports events in Singapore and has worked closely with the Singapore Sports Hub in support of sports development and the endorsement of active lifestyles.

Members of the public could upload pictures of themselves with the limited edition 100PLUS gold can on Instagram, with the hashtag #GoforGoldSG and leave words of encouragement for the team.

JWT conceived and executed the campaign for 100PLUS.