As the 50th anniversary celebration weekend approaches, Singapore Airlines came out to be the number one brand associated with SG50 during January 1 – July 1, 2015. The airline had at least 2.4 times more SG50 associated consumption than any other brand, according to data released by Amobee. The national carrier is offering special SG50 related rates and making the event a marketing centerpiece for their tourist outreach.
Google is the brand ranked number two most associated with SG50 in 2015. The internet giant has been running a contest to create the Google Doodle that will be featured on the Google homepage on August 9.
MediaCorp is the brand number three most associated to SG50, around a contest to create an anthem for the anniversary celebration; while DBS Bank was the brand number four most associated with SG50 around them giving all their employees a SGD 1,000 bonus for the event. Following DBS Bank was Lego at number five, which had launched a SG50 themed commemorative Lego set.
The other brands in the top ten include CapitaLand, OCBC Bank, SingPost, SingTel and Great Eastern.
The data highlighted that eight of the 10 brands most associated with SG50 were Singapore based brands which shows that for the most part local brands were best taking advantage of the marketing opportunity. These include Singapore Airlines, MediaCorp, DBS Bank, Great Eastern, SingTel, SingPost, OCBC Bank, and CapitaLand. Google and Lego were the only two brands not based in Singapore in the top 10.
According to the data, about 15 per cent of all SG50 digital consumption has been Lee Kuan Yew related since August 7 was named a new national holiday celebrating the late Prime Minister, looking at March 14 – July 1, 2015.
There was 147 per cent more digital consumption around Lee Kuan Yew than around Lee Hsien Loong, his son and the current Prime Minister, between January 1- July 1, 2015. With Lee Kuan Yew Day acting as a focal point for the SG50 celebration, brands paying tribute to him on social media during the National Day weekend, will likely see a higher level of engagement.