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 (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." data-width="500">
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