The top five brand piggybacks as Singapore celebrates SG50

$15m is being spent on the official National Day celebrations alone, and these companies are clearly hoping to cash-in on the festivities.

Brands are seeking to capitalise on the SG50 celebrations
Brands are seeking to capitalise on the SG50 celebrations

Singapore turns 50 on August 9, with the anniversary of its independence from Malayasia being marked by a raft of celebrations and four-day weekend.

Needless to say countless brands have been trying to cash in on the event, but here are five of the best PR and marketing stunts.

1) Lego

Lego created a film (see below) which showed how adults and children think Singapore will look in 50 years time – with surprising results. While the adults picked skyscrapers, futuristic office blocks and mega-highways, the kids picked parks and homes to bring families closer together.

Commemorative Lego sets have also been handed out to 600,000 students and teachers, featuring the Cavenagh Bridge, Changi Control Tower and the Supertrees from Gardens by the Bay. The fact they were being pre-sold on eBay for upwards of $100 also created plenty of PR buzz for the brand.

2) Rolls Royce

For the first time Rolls Royce has launched a car – just one - in a country’s honour. The Ghost Series II, called SG50, has an all-white exterior matched with a red coachline paying homage to the Singaporean flag, while its dark red leather interior is adorned with Singapore’s iconic Merlion stitched upon the headrests. The tread plates feature a sketch of the city’s skyline and the words, "Hand Built in Goodwood, England for Singapore’s 50th Anniversary."

3) Coca-Cola

Until the end of August Coke cans and bottles are featuring commonly-used Singaporean terms such as "Auntie", "Uncle", "Ah Boy" and "Chiongster" and favourite Singlish phrases such as "Gam Siah", "Relak Lah" and "Chiong Ah".

4) Tiger Beer

Tiger Beer and BBDO created two mockumentaries to spaek conversations around the nation's heritage. This one details the creation of Singapore's favourite dish, Chicken Rice. The brand has also released limited-edition adaptations of its classic 1965 theme in cans, pints and bottle format to celebrate the Golden Jubilee, as well as holding ‘The Unofficial SG50’ party as voted for by the public.

5) Singapore Airlines

Two of the airlines A380 planes have been decked out in the red and white colours of the Singapore flag, with SG50 on its wings. One of the planes will take part in a flypast during the National Day parade.

And the worst...Scoot

While Singapore Airlines took an understated approach, budget airline Scoot covered one of its planes in red dots, similar to the SG50 logo, but featuring the names of supporting companies. Unfortunately for Scoot, most social media comments likened the design to a skin disease or measles.

Stay on top of all the latest Asia-Pacific PR news, views and insights: Follow PRWeek Asia on Twitter and sign up for our weekly email news bulletins

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in