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singapore50 SG50 SingaporeWhat is SG50?
Singapore celebrated its 50 years of independence on August 9, 2015. The SG50 logo celebrates the Singaporean spirit – signifying that dreams are not limited by the physical size of the island nation. It represents the little red dot that Singapore, which happens to be the location of Synthesio’s APAC office, is known as.

So what’s happening in Singapore?
From carnivals and performances to free travel and free admissions, a slew of treats and special activities will be rolled out over the Jubilee weekend as Singapore celebrates its 50th birthday.

With August 7th and 10th declared a public holiday, many people took the opportunity to get out of town for a long weekend, however there was a lot to do in Singapore for those who decided to stay. Here are some of the most exciting events that happened this weekend in Singapore (among many other events that were held):

  • Carnivals: Singapore Botanical Gardens, which was recently declared as a UNESCO site, hosted a three-day carnival offering games, traditional snacks and a free concert at the Shaw Foundation Symphony Stage featuring local acts. 
  • 100+50 Music Festival at Bedok Reservoir: 100 bands featuring big-name local artistes like singer-songwriter Charlie Lim and newcomers joined the stage with 50 other electronic acts and DJs.
  • Esplanade — Theaters On The Bay: Free programs, local dance and music performances, talks and worships, art installations and a bazaar featuring local entrepreneurs were on display all weekend at the Esplanade Concert Hall.

What Did People Say?
Singaporeans and Singapore lovers globally, have obviously taken to the internet to share memories, national pride and experiences, using #SG50 and #Singapore hashtags. Here’s some of the data we grabbed:

Synthesio wordcloud word cloud social intelligence singapore50 singapore sg50

It’s clear from the word cloud above that the marketing efforts of companies (especially “telcos”) that had free offers were getting people’s attention online as they were among the most discussed topics. What’s really notable though, is the companies that are in this word cloud: Singtel, Hello Kitty, StarHub, Lego and M1.

If you were curious about what were the most active demographics on social media, it’s clear that women and 13-17 year old “tweens” were going online to discuss this exciting event the most:

Synthesio demographics singapore singapore50 sg50 socialintelligence social intelligence

What Did Marketers Do?
Leveraging this historic year, almost every company/organization has organized events, promotions and competitions to engage with their target customers. The big telecom companies held some of the most prominent offers, including:

  • M1 giving free voice calls, SMS, MMS messages and unlimited mobile data for pre-paid and post-paid mobile customers from midnight on Aug 7 to 11.59pm, Aug 10.
  • Singtel postpaid mobile customers also got free unlimited mobile data from midnight on Aug 7 to 11.59pm, Aug 10. Pre-paid mobile customers got an extra 50 per cent value for hi! Top-ups.

With nostalgia in the air, what was particularly interesting for me, was watching some of the iconic ads that were developed over the years for Singapore. Here are my top 3:

SIA Singapore Girl
The Singapore Girl held a pivotal role in Singapore Airline’s (SIA) marketing and advertising campaigns since SIA was formed. She is perennial, appeals to both the young and the old and holds a strong emotional connection to their customers around the world. The objective of the campaign was to introduce her and show everyone how she epitomized SIA’s tradition of friendly service and warm Asian hospitality.

A Day in Singapore
This was McDonald’s first local TV commercial in Singapore, and it showcased its range of menu catering to the multiracial local audience and their daily needs.

Our Nation, Our Success
Launched in time for National Day, was a marketing campaign to help Singaporeans to identify with our journey and challenges to success. This was the first time that the clip of Lee Kuan Yew (informally known by his initials LKY, the first Prime Minister of Singapore) explaining the Separation of Singapore from Malaysia, was ever used in a television commercial.

With that, I hope everyone had a great long weekend and specifically I want to wish Singapore a Happy birthday!!!

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