Singtel tracks consumer sentiments for SEA Games

Singtel is on a mission to get everyone rallying behind Team Singapore at the coming SEA Games, with the launch of a campaign putting the spotlight on Team Singapore athletes and the people who have inspired them.

The local telco had earlier announced its commitment as the SEA Games’ Official Multimedia Partner, with sponsorship of over S$15 million worth of next-generation multimedia solutions and technology infrastructure.

In a press conference today, Singtel announced that it had compiled tributes from several local athletes for the special people who have best supported them and created six short videos. These videos will be available online, on Singtel TV, on screens at Singtel shops and at events across the island. Singtel is also in the midst of securing rights to air them on FTA channels. The ads will be running from May 2015 onwards.

Singtel will also be aggregating and analysing the public activities, conversations and sentiments towards the games to derive unique insights. The telco will be drawing on information from Internet platforms – websites, blogs, videos, social media and more – to show what the community is discussing and reading regarding Team Singapore. It will identify and rank the audience’s interests by trending associations, such as a specific topic, athlete or sport. This will be done by the Singtel Cheer Aggregator which is powered by Amobee Brand Intelligence insights.

The Singtel Cheer Aggregator will use data analytics and track not just what people say on social media platforms, but also the content they consume from across millions of webpages, tweets, postings, articles and videos.

“Singtel Cheer Aggregator will reflect the collective support from within the community and present it in a visual way. The technology is able to provide a 360-degree view of both online and on-ground activities without the need for tags or hashtags,” said Yuen Kuan Moon, CEO Consumer Singapore, Singtel.

The live data will be showcased on Singtel TV, at the Sports Hub and on Singtel’s SEA Games microsite.

To encourage the younger generation to draw inspiration from these stories and emulate these values beyond the sporting scene, a contest for secondary schools, junior colleges, polytechnics and ITEs will be held from now till 20 May 2015. Students can participate by submitting a video on the person - or people - in their lives that has inspired them to achieve extraordinary things. To enter, they simply upload the video to Youtube with the hashtag #inspiringSG. The top submissions will win a cash prize, SEA Games tickets and merchandise for themselves and their schools.

“In addition to our sponsorship and multimedia support for the SEA Games, we want to recognise the many extraordinary people that are at the heart of the Games. We want to focus on – and rally the nation to cheer for – every single person who has in some way or other contributed to the SEA Games. This includes the everyday Singaporeans working in the shadows, who share a common dream with our sportsmen and women, and who are as deserving of recognition,” said Yuen.

Singtel however, declined to comment on the budget for this ad campaign.

As the Official Pay TV Broadcaster, Singtel will also deliver an immersive experience of the SEA Games to Singaporeans island-wide across multiple platforms. Singtel TV subscribers can catch the action on two dedicated channels, with live feeds and specially customised programming. The games will also be available on the Singtel TV GO mobile app.