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#MarketingExcellenceAwards SG 2021 highlights: Sport SG gets Singaporeans dancing in their homes during NDP

#MarketingExcellenceAwards SG 2021 highlights: Sport SG gets Singaporeans dancing in their homes during NDP

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For 54 years, Singapore has always celebrated the nation’s birthday with a big bash at the National Day Parade (NDP). The parade is often held in a great grandeur of lights and colours, put together by thousands of performers, and attended by more people than any other national event over a month of island-wide celebrations. In fact, the parade never failed to uplift Singaporeans and evoke national pride.

During this time, Sport Singapore would organise an annual campaign, titled, "GetActive! Singapore". This campaign is done in partnership with the National Day Parade to celebrate National Day through sports. With this event, physical events and activities, as well as the NDP theme song were brought to the community. However, when the pandemic hit, it caused a disruption in the way Singaporeans celebrated the nation's birthday.

With the heightened alert measures caused by the pandemic, it became challenging to continue this yearly campaign. As a result, Sport Singapore decided to launch its “GASG Workout: Dance of the Nation”, which impressed our judges, clinching the bronze award for Excellence in Viral Marketing at MARKETING-INTERACTIVE's Marketing Excellence Awards 2021.

Challenge

Although Sport Singapore made efforts to pivot some of its original content and offerings online, it still felt that it was missing an anchor point to rally everyone in the face of challenges. When the NDP was cancelled due to the pandemic, Sport Singapore felt it was more important to launch an activity that would not only help raise the spirits and morale of the public, but also stand in as a mass celebratory performance that everyone could partake in.

Strategy

Every year, the "GetActive! Singapore" campaign would feature a main workout routine, presented as a dance music video accompanied by a remixed rendition of the year’s main National Day theme song. In 2021, Sport Singapore decided to not only incorporate moves that mirrored trending moves from the TikTok landscape but also included moves that were inclusive so that anyone could join in.

The GetActive! workout was seeded in the community to rally participation, across demographics such as pre-school children and parents, primary schools, youths and seniors. In collaboration with the NDP organising committee, Sport Singapore’s dance workout routine, the “GASG Workout: Dance of the Nation”, was showcased as an example of how to dance to "The Road Ahead". This was part of its international Dance of the Nation call-to-action that also invited Singaporeans based overseas to submit clips of their performances.

Execution

The “GASG Workout: Dance of the Nation” video was released as part of the overall content marketing effort which saw it being rolled out across several channels. These channels included social media platforms such as Facebook, Instagram, and YouTube. Aside from these social media platforms, Sport Singapore also utilised the physical screens across the ActiveSG Sport Centre network. 

The rollout also involved the engagement of various groups such as the children, youth, seniors and schools.

1. Children

Pre-schools were engaged to have the dance taught to the children as a lead up to their participation in the virtual rendition of the NurtureKids programme. 

2. Youth

: Through the "YouthCreates" movement, Sport Singapore organised a dance competition to invite youth groups to submit their most creative choreography based off the original sequence and song.

3. Seniors 

The ActiveMasters team under Sport Singapore reached out to various active seniors groups to engage the elderly as a lead up to the virtual Seniors Sports Day programme, of which the dance workout was a key component

Results

The campaign was a huge success, garnering more than four million views. Furthermore, there was more than 800,000 participants across the entire campaign period, and more than 12,000 TikTok entries. 

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